How Nike is Harnessing the Power of Middle Eastern Women

The sportswear giant’s ‘You Can’t Stop Us’ campaign is a must-see

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From their hijab workout gear to their maternity collection, Nike is nothing short of inclusive. The sportswear giant’s latest campaign is no exception. Entitled ‘You Can’t Stop Us’, the film stars elite female athletes from the Middle East, in aim to celebrate the unbreakable spirit of women in the region.

Taking course through the month, the campaign features Olympic swimmer and triathlete Sarra Lajnef, UAE national rower Maha Al Ameri, amputee and everyday athlete Zainab Al Eqabi and Nike running coach and triathlete Manal Rostom. 

Nike campaign You Can’t Stop UsNike campaign You Can’t Stop UsThe film follows a mother giving a swimming lesson to her daughter, embodying a spirit of encouragement and relentlessness. It holds a powerful message to all women everywhere that regardless of age, skill-level, or your chosen sport, once you’re in the water, you are unstoppable.

Nike campaign You Can’t Stop UsOther clips of the film depict incredible moments of the Middle Eastern athletes practicing their respective sports, in Nike’s iconic modest swimwear line.

“When I am in the water, I feel a sense of freedom and boundlessness. Swimming has taught me that if I want to achieve or learn something, then nothing can stop me,” stated Zainab Al Eqabi. “I have learned that the only thing that’s truly stopping you from achieving the unachievable is your mindset, so don’t let that stand in the way of your goals and aspirations”, 

Nike campaign You Can’t Stop UsNike campaign You Can’t Stop Us‘You Can’t Stop Us’ is part of Nike’s commitment to make sports accessible to athletes of all abilities. Alongside the campaign, which coincides with the fourth edition of the Dubai Fitness Challengean annual month-long calendar of free workouts and fitness events in the UAE capital—Nike is launching several initiatives to make sports a daily activity in the region. 

As part of it, everyone can access daily livestreamed sessions led by Nike Master Trainers, a swimming clinic for women, a virtual coaching hub on Whatsapp, and access to over 200 workouts on the Nike Training App.

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