Global sportswear giant Nike has launched its latest campaign, ‘What if You Can?’, in Saudi Arabia. This inspiring initiative aims to empower young girls in the kingdom to embrace their potential and actively participate in sports.
The centerpiece of the campaign is a captivating minute-and-a-half film that has already made a significant impact, garnering over 37 million views on YouTube and creating a buzz across social media platforms.
The film features a teenage girl as she navigates her daily life, initially hesitant but soon drawn into the world of sports. Her journey begins when a football rolls towards her, and a fellow young girl asks, “Do you want to play?” This simple question ignites a series of events where the teenager discovers her abilities and develops a love for physical activities. This newfound enthusiasm not only boosts her self-confidence but also underscores the campaign’s message of self-discovery and empowerment.
Directed by Haifaa Al Mansour, Saudi Arabia’s first female filmmaker, the film employs imaginative transitions to highlight the girl’s transformation. Everyday settings morph into athletic arenas: library shelves become a climbing wall, a bench turns into a balance beam. These visual metaphors creatively illustrate the endless possibilities that sports can offer to young girls, encouraging them to explore and embrace their capabilities.
Nike’s campaign aims to fill Saudi girls with confidence and excitement to embark on their sports journey. “To fill Saudi girls with confidence and excitement to begin their sports journey, Nike will help them realize their hidden potential. With our campaign, we want every girl to confidently ask herself… ‘But what if I can?’” said a Nike spokesperson.
The campaign also sheds light on the challenges faced by young women in Saudi Arabia regarding sports participation. While sport is rapidly growing in the country, it remains an unfamiliar and sometimes intimidating domain for many young women. Some girls do not see the opportunity, feel unsupported, or lack knowledge about where to start. Nike’s ‘What if You Can?’ campaign seeks to change this narrative, offering inspiration and support to those on the sidelines, encouraging them to take the first step towards an active lifestyle.
The campaign was crafted by the renowned agency Wieden+Kennedy, in collaboration with Haifaa Al Mansour, whose groundbreaking work in film has made her one of Saudi Arabia’s most prominent cultural figures. Their combined efforts have produced a powerful and visually engaging film that resonates with the target audience.
Nike’s ‘What if You Can?’ campaign is a bold and inspiring effort to encourage young girls in Saudi Arabia to discover their potential and embrace sports. By addressing the barriers to participation and providing a relatable, uplifting narrative, Nike is helping to pave the way for a new generation of confident, active young women.
Netizens have responded positively to the campaign, praising its empowering message and local representation. Comments include, “What an amazing and powerful commercial,” “I liked the advertisement because it was filmed in Saudi Arabia, specifically Riyadh,” and “I liked this announcement and I liked it most that it represents us today and represents our thoughts and orientations as Saudis.” Another user expressed gratitude, saying, “Thank you Nike for this beautiful ad.”
