Nike has unveiled its latest film ‘What if you can?’ to inspire girls to build confidence and recognise their full potential through the power of sport.
The brand partnered with Saudi Arabian filmmaker, Haifaa Al Mansour and shot the entire film in Riyadh.
Haifaa Al Mansour, says: “I hope the film will encourage young women to push their boundaries and always look for new opportunities. If this film encourages girls to go out and try a sport for the first time that would be the most rewarding thing I can possibly imagine,”
The film shows a teenage girl’s exploration of movement, uncovering her abilities and finding joy in physical activity, which boosts her self-confidence.
As part of the campaign, Nike has teamed up with story-telling platform, Rebel Girls with the aim to inspire and encourage confidence in girls through stories of women including footballer, Seba Rabea Mohammed Tawfiq and sprinter, Kariman Abuljadayel.
The digital stories will be available throughout Nike’s platforms including online, on the Nike app and across the Rebel Girls social channels.
It will be supported by a series of partnerships with schools and grassroots programmes in Riyadh that invite girls to discover a variety of sports through free movement experiences.
For many young women in Saudi Arabia, sport can still be intimidating. The film aims to help women to get more involved by showing how everyday actions and movement can become sports skills if they just try.
