Liberty Politics
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Hardly a Hijab in Sight: New Nike Ad in Saudi Arabia Sends a Big Message
Posted
July 17, 2024
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27:47Now PlayingNike's groundbreaking campaign "What If You Can?" has made waves in Saudi Arabia, marking the first-ever ad film targeting Saudi women and sparking debate about women's roles in the changing kingdom. Directed by Haifaa Al-Mansour, Saudi Arabia's pioneering female filmmaker, the ad showcases a young Saudi girl imagining herself participating in various sports, notably featuring women without hijabs. Al-Mansour expressed her hope for the campaign's impact, stating, "I hope the film will encourage young women to push their boundaries and always look for new opportunities." The ad has garnered mixed reactions, with some praising it as a sign of progress in Saudi society, while others criticize it as an attempt to impose Western values. Despite ongoing barriers to women's sports participation in Saudi Arabia, the campaign aims to inspire girls to explore their physical potential and build confidence through movement, reflecting the complex interplay between tradition and modernization in the kingdom.
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