Nike's First Campaign 'What If You Can?' In Saudi Arabia Brings Women To Forefront, Check Out The Viral Video!

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Sportswear giant Nike has always been at the forefront of innovative and powerful advertising campaigns, often pushing boundaries and challenging societal norms. Their latest campaign, "What If You Can?", launched in Saudi Arabia, is no exception.

The online commercial has already been tagged as groundbreaking and sparked significant interest on social media, amassing over 37 million views on YouTube.

The one-minute and 35-second video aims to inspire young girls in conservative Saudi Arabia to realize their potential, encouraging them to break free from traditional constraints and explore their potential in sports and beyond.

By highlighting the stories of Saudi women who have overcome obstacles and pursued their passions, Nike not only promotes its brand but also contributes to the broader movement for gender equality in the region.

Watch The Viral Video Here!

The film opens with schoolgirls playing football, and the ball stops at a female student sitting on the steps. One of the students asks her in Arabic, "Want to play? Let's go." Although she doesn't join them, the ad shows her contemplating every move that could make her an athlete
in various sports.

The campaign also garnered attention from Indian netizens on X (formerly Twitter). One user commented after watching the video, "In next 10 yrs, Saudi will be the new Europe & Europe will be the old Saudi (sic)." This reflects the growing interest and optimism about societal changes in Saudi Arabia.

Another user said, 'Such a wonderful and heartwarming story! This is the best advertisement i've seen this year.' Netizens are hailing this as a 'powerful commercial' and this video is winning everyone's hearts.

Nike's Vision To Expand Human Potential

About the campaign, Nike said, "Imagine being a team player who has never met her team, a striker who has never touched a ball, a gymnast who has never taken a leap. Potential is a terrible thing to waste. So, what if you can? There's only one way to find out. Just Do It."

Nike further elaborated on its mission and said, "Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team, and by making a positive impact in communities where we live and work."

Encouraging Women To Push Boundaries

The entire film was shot in Riyadh by Saudi Arabian filmmaker Haifaa Al Mansour. She expressed her hopes for the campaign: "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," Haifaa Al Mansour told Campaign Middle East.

Nike's initiative is part of its broader effort to bring innovation and inspiration to every athlete globally. The company believes that anyone with a body is an athlete and aims to support this through creative campaigns like 'What if you can?'.

Woman Empowerment In Saudi Arabia

Saudi Arabia has traditionally been known for its conservative views on gender roles, with strict regulations governing women's behavior and appearance in public. However, recent years have seen a gradual shift towards more progressive policies aimed at increasing women's participation in various sectors.

These changes are part of the Vision 2030 initiative, spearheaded by Crown Prince Mohammed bin Salman, which seeks to diversify the economy and modernize the country.

The reforms have opened up new opportunities for women, including the right to drive, the ability to travel without a male guardian's permission, and greater access to education and employment.