Nike’s What If You Can campaign supports Saudi girls in sports

Nike’s What If You Can campaign supports Saudi girls in sports



What If You Can was shot by the Kingdom’s Haifaa Al Mansour.

Nike is famous for its campaigns, from Michael Jordan’s Failure to Serena Williams’ Dream Crazier. Now, it has broken ground with What If You Can in Saudi Arabia. Directed by the Riyadh-born filmmaker, Haifaa Al Mansour, it aims to inspire young girls in the country to take up sports. 

What If You Can was shot on the streets of Riyadh, and shows a young girl dreaming about her future. When she is given a football, she sees herself playing a range of sports. She imagines dancing, football, horse riding, skateboarding and swimming – all while in Nike’s gear.

Haifaa Al Mansour is famous for her Oscar-winning film, Wadjda. Released in 2012, it tells the story of a 10-year-old girl who wants to buy a bike. Haifaa said: “I hope the film will encourage young women to push their boundaries and always look for new opportunities. If this film encourages girls to go out and try a sport for the first time, that would be the most rewarding thing I can possibly imagine”. 

As part of the campaign, Nike is partnering with schools in Riyadh, and creating a programme of sports for girls. Nike has also teamed up with Rebel Girls, which aims to instill confidence in girls through stories of women including footballer, Seba Rabea Mohammed Tawfiq and sprinter, Kariman Abuljadayel. The stories will be available online on the app and social media via Nike and Rebel Girls.

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