Inspiring a generation of Arabic women to take up sport training.
We helped Nike launch the Arabic language version of the Nike+ Training Club App in the Middle East - a Nike first. For the launch we told the extraordinary stories of three strong Middle Eastern female role models - the only pro female tennis player in the region, a weightlifter fighting to make it to Rio and the first Saudi woman to climb Everest.
The films first dropped exclusively on Yasmina.com, the premier online portal for Middle Eastern women. Three films seamlessly combined the athlete’s unique stories with the product benefit of the Nike+ Training Club App. Film content was supported with social and online media.
The campaign message resonated with Middle Eastern women, generating 2.5 million unique views, and a 3X increase in app downloads.
Sports and leisure