Nike Uncovers the Joy of Movement in Empowering Film

Nike’s first KSA campaign empowers young Saudi girls to embrace sports and discover their hidden potential.

While sport is growing fast in Saudi Arabia, it still feels foreign and intimidating for many young women. Some lack opportunities, support, or guidance on where to start. Millions are left on the sidelines, waiting for the right moment to get involved.

The campaign’s core message inspires girls to ask themselves: What if I can? Through a captivating film, the story follows a teenage girl as she uncovers the joy of movement. In her journey, she experiences more than physical sport, she finds her confidence and freedom.

To illustrate this, the film seamlessly transitions between mundane situations and sports actions, showing how everyday moments can spark athletic potential. Authenticity was crucial, which is why Nike partnered with Haifaa Al Mansour, Saudi Arabia’s first female filmmaker. Shot in Riyadh, the film features young female Saudi athletes, including taekwondo champions, professional ballers, swimmers, self-taught skateboarders, and dancers.

As part of the initiative, Nike teamed up with Rebel Girls, a platform amplifying women’s stories for the first time in the region. They aim to inspire and instill confidence in girls through stories and interviews with trailblazing women.