After developing Nike+ Training Club with Nike WHQ, it was a pleasure to partner with B-Reel for the first Arabic language version of this product.

The app delivers a huge array of workouts for every fitness level - and you only need a smartphone to access it - so the potential to help Arab women overcome barriers to sports participation was enormous.

To launch in the market, we partnered exclusively with yasmina.com to tell the extraordinary stories of three strong Gulf nation role models.

Amna Al Haddad: a former journalist who’d tried out at weightlifting, after U.A.E. first allowed women to compete in 2010, and was now fighting for a place at the Rio Olympics. Raha Moharrak: the youngest Arab woman to conquer Everest, and the first Saudi woman to scale The Seven Summits. And Fatma Al Nabhani: an Omani tennis player who’d collected 10 singles titles on the ITF Women’s Circuit and Gold in the Pan Arab Games.

We researched the three stories through preliminary interviews with each athlete and created outlines using authentic locations from their athletic lives. Each film combined the athlete’s story with hand-picked workouts based on their training needs, showcasing the benefits of the app.

After shooting on location in two continents and conducting bilingual interviews for VO, the final films clocked 2.5 million unique views and led to a x3 increase in app downloads in the region.

Credits

Agency: B-Reel

Creative Director: Guy Bingley

Director: Olof Lindh

DoP: Jacob Møller