W+K India's First Nike Ad Celebrates the Power of Sport in Women's Lives

W+K India's First Nike Ad Celebrates the Power of Sport in Women's Lives

That basically was a visual manifesto where movement feels revolutionary… Sadly, sport in India has a massive image problem, particularly for women.” So says Mohamed Rizwan, creative director at Wieden + Kennedy India. This represents an interesting challenge for a client like Nike. “What we set out to do is give it a complete makeover by making it cool, accessible and fun,” Rizwan says. “To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best…

 

Nike will soon begin selling a performance hijab for Muslim women athletes.

The head cover, called the “Nike Pro-Hijab,” boasts a single-layer pull-on design made from lightweight polyester in dark, neutral colors. The fabric’s tiny holes will make it breathable while remaining opaque, a requirement for hijab-wearing women.

Nike (NKE) said it began developing the hijab after some Muslim athletes complained about wearing a traditional head scarf during competition.

The design process took 13 months, and the final product will be available for sale in the company’s Spring 2018 season.

Nike said the hijab is already being worn by Emirati figure skater Zahra Lari.

“I was thrilled and a bit emotional to see Nike prototyping a Hijab,” Lari said in a statement. “I’ve tried so many different hijabs for performance, and … so few of them actually work for me. But once I put it on and took it for a spin on the ice, I was blown away by the fit and the light weight.”

 

The Nike Pro-Hijab will be available starting early next year. The brand has underscored this commitment with the introduction of Middle Eastern stores, collections inspired by Nike’s roster of elite female athletes, women’s races, Nike Run Clubs and the NTC App in Arabic.

 

The move comes just weeks after a controversial Nike ad released in the Middle East.

It featured five successful female professionals from different parts of the Arab world pursuing their athletic dreams while a voice asks, “what will they say about you?” It’s a rhetorical question that many young Arab women face if they step out of cultural and traditional norms.

The video went viral with million of views on social media, prompting a debate over its message.

 

 

One Response

  1. What an informative article. Thanks for sharing!

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