Nike has launched a new ad campaign aimed to break stereotypes – What Will They Say About You- to celebrate female athletes in the Middle East. It’s bold, creative and powerful, sending out a message to the universe of how strong and capable women are.

Despite cultural barriers and social suppression still existing in some parts of the world, women need to be championed and that is exactly what Nike is doing. This is the most appropriate approach for the sports brand to take if its wants to grow its women’s sportswear and appeal to female shoppers.

Nike has stormed ahead with its new ad campaign breaking social and cultural stereotypes, consequently opening doors to outside criticism and risk. But what is a great brand if it can’t challenge the world and stand for something? Nike is just doing what it does best – being a leader for others to follow.

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