Nike Celebrates the Inspiring Spirit of Middle Eastern Women in New Ad

Spot continues brand's 'You Can't Stop Us' narrative

Inspiration in the water. Nike
Headshot of Kyle O’Brien

Nike’s “You Can’t Stop Us” series has wowed viewers with powerful stories of athletes overcoming the odds in the narrative way Nike has become known for, such as the incredible editing of its split-screen montage.

The latest installment, “Victory Swim,” dives into the water with Middle Eastern women athletes. The 90-second spot, by Wieden+Kennedy Amsterdam, highlights various women in a variety of aqua sports from swimming to surfing, rowing to scuba diving, all experiencing the freedom and power of being in the water.

It starts in the ocean shallows, with a woman teaching her young daughter to swim. Her words of encouragement become a metaphor to inspire other women to move into the water. The action then flows into other inspiring women of the region doing what they do best. 

There’s UAE national rower Maha Al Ameri slicing through a river in her rowing scull; amputee swimmer Zainab Al-Eqabi; triathlete Manal Rostom in training. These are women doing things many in the western world may have never seen, serving as positive role models for young girls everywhere looking to get into these sports.

“When I am in the water, I feel a sense of freedom and boundlessness,” says Al-Eqabi, who picked up swimming in 2011 after experiencing severe back pain from her prosthetic gait. “Swimming has taught me that if I want to achieve or learn something, nothing can stop me. Don’t let your mindset stand in the way of your goals and aspirations.”

All of the women sport versions of Nike’s Victory Swim Collection, including the full-coverage swimsuit, swim hijabs, tunics and leggings.

The film concludes with the encouraging words of the mother, “You’re doing it,” an homage to Nike’s signature tagline, “Just Do It.” Included is the inspiring campaign tag “You Can’t Stop Us,” which has featured in a LeBron James-narrated spot showing star athletes at their toughest moments, another that compiled still and video footage shot at the homes of athletes in quarantine, and a recent “You Can’t Stop LA” in honor of the Lakers’ recent NBA Finals victory.

CREDITS:

W+K Amsterdam

Managing Director: Blake Harrop

Executive Creative Director: Eric Quennoy, Mark Bernath

Creative Director: Evgeny Primachenko, Craig Williams

Art Director: Zeynep Orbay

Copywriter: Macie Soler-Sala, Jake Barnes, Kervins Chauvet

Head of Broadcast Production: Joe Togneri

Broadcast Producer: Stijn Wikkerink

Group Account Director: Kathryn Addo

Account Director: Franky Wardell

Account Manager: Abderrahim El Khouani, Fulvio Itagiba

Account Executive: Roberta Hilgert

Head of Planning: Martin Weigel

Planning Director: Reid Schilperoort

Head of Comms & Digital Strategy: Danielle Pak

Comms Strategist: Elsa Stahura

Art Producer: Eline de Roo

Studio Director: Lizzie Murray

Studio Print Producer: Loes Poot

Designer: Yaleesa Waëlauruw

Motion Designer: Alex Raybould

Studio Artist: Noa Redero

In-House Editor: Scotti Raz

Business Affairs: Michael Graves, Marie Hernandez

Film Production

Production Company: Rattling Stick

Director: Sara Dunlop

Producer: Tess Mitchell

Director of Photography: André Chemetoff, Mik Allen and Jason Hearn (surfer)

Editing Company: Trim Editing

Editor: Dominic Leung

Audio Post: Grand Central Recording Studios

Sound Designer/Mixer: Raja Sehgal

Music: KOM

Title: Amphitrite’s Theme 


Kyle O’Brien is a freelance writer based in Jim Thorpe, Pa.
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