N I K E W O M E N X I N T L W O M E N ' S D A Y
On International Women’s Day, girls across the Middle East came together to join Nike and Balqees Fathi – the Beyonce of the Middle East – for a six-minute workout at home. Live from her home, to theirs. Balqees invited her 7+ million followers on Instagram and Facebook to train with her and Salma, a popular Dubai-based Nike trainer. From UAE to Saudi Arabia, we gave young women intimate, unprecedented access to their heroine through a fun, social workout experience powered by the Nike+ Training Club app and Facebook Live. And hey – if they could train for six minutes, then maybe next time they’d try for ten. Fifteen. Thirty. Who knows? With NTC, the sky’s the limit. By getting them moving, we hoped to help spark a movement. One that shifts the perception of women and sports in the region.
Client: Nike
Agency: R/GA London
Role: Concept, art direction
Year: 2017
The event was promoted across social.
Balqees promoted the event on her social channels.
Snapchat geo filter available in UAE, exclusively for International Women's Day.
