Nike inspires Saudi girls with 'What if You Can?' campaign
What's the story
Nike launched its first-ever campaign in Saudi Arabia, titled What if You Can?, developed by Wieden + Kennedy, earlier this year. The initiative aims to inspire and instill confidence in young girls, encouraging them to explore their potential in sports. The campaign's message is clear: every girl should have the confidence to ask herself, "What if You Can?" Recently, an X user posted a clip from the campaign on the platform, where it went viral.
Direction
Groundbreaking campaign directed by Saudi Arabia's first female filmmaker
The What if You Can? campaign is directed by Haifaa Al Mansour, Saudi Arabia's first-ever female filmmaker. The campaign video begins with a female student sitting on school steps when a football is kicked toward her. Although she chooses not to join the game, she spends the rest of her day finding inspiration in every action she takes.
Twitter Post
Video has over 2.1M views on X (formerly Twitter)
If you told me 10 years ago Saudi Arabia would allow commercials like this, I would laugh and call you crazy.
— 𝗡𝗶𝗼𝗵 𝗕𝗲𝗿𝗴 ♛ ✡︎ (@NiohBerg) July 9, 2024
Despite all their issues, this is a monumental shift. pic.twitter.com/sWdF6wX5JH
Visualization
Imaginative transitions highlight athletic potential
The campaign showcases a young girl who vividly imagines her future athletic endeavors through clever transitions and edits. Everyday school scenes transform into areas of athletic potential as library shelves morph into a climbing wall and a bench becomes a balance beam in her daydreams. This creative approach underscores the possibilities for young Saudi girls in sports, emphasizing the importance of imagination and self-belief.
Challenges
Overcoming barriers to sports participation in Saudi Arabia
Despite a surge in sports participation in Saudi Arabia, many young women find sports unfamiliar and intimidating due to various barriers. These obstacles range from a lack of opportunity and support to unfamiliarity with the rules or how to get started. Nike's What if You Can? campaign aims to bridge this gap by empowering Saudi girls with the confidence to start their journey in sports.