Nike challenges cultural conventions with brave new film about Muslim female athletes

We’ve noted before that 2017 seems to be turning into year of political ads, political defined loosely.

But is it so brave to say you’re on the side of inclusivity and all the rest of it?

In the case of this new ad for Nike from Wieden+Kennedy Amsterdam it probably is.

It shows five female athletes from the Muslim world behaving somewhat unconventionally for the region, dangerously so if they were doing it for real and not on a shoot in Dubai.

It’s a follow-on to the excellent film Nike made last year showing women runners in India. This, though, is much more challenging of cultural norms.

It’s a viral hit already with three million or so views in just two days. Let’s see if there’s a backlash.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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