The latest installment, “Victory Swim,” dives into the water with Middle Eastern women athletes. The 90-second spot, by Wieden+Kennedy Amsterdam, highlights various women in a variety of aqua sports from swimming to surfing, rowing to scuba diving, all experiencing the freedom and power of being in the water.
It starts in the ocean shallows, with a woman teaching her young daughter to swim. Her words of encouragement become a metaphor to inspire other women to move into the water. The action then flows into other inspiring women of the region doing what they do best.
There’s UAE national rower Maha Al Ameri slicing through a river in her rowing scull; amputee swimmer Zainab Al-Eqabi; triathlete Manal Rostom in training. These are women doing things many in the western world may have never seen, serving as positive role models for young girls everywhere looking to get into these sports.
“When I am in the water, I feel a sense of freedom and boundlessness,” says Al-Eqabi, who picked up swimming in 2011 after experiencing severe back pain from her prosthetic gait. “Swimming has taught me that if I want to achieve or learn something, nothing can stop me. Don’t let your mindset stand in the way of your goals and aspirations.”
All of the women sport versions of Nike’s Victory Swim Collection, including the full-coverage swimsuit, swim hijabs, tunics and leggings.
The film concludes with the encouraging words of the mother, “You’re doing it,” an homage to Nike’s signature tagline, “Just Do It.” Included is the inspiring campaign tag “You Can’t Stop Us,” which has featured in a LeBron James-narrated spot showing star athletes at their toughest moments, another that compiled still and video footage shot at the homes of athletes in quarantine, and a recent “You Can’t Stop LA” in honor of the Lakers’ recent NBA Finals victory.
Managing Director: Blake Harrop
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Evgeny Primachenko, Craig Williams
Art Director: Zeynep Orbay
Copywriter: Macie Soler-Sala, Jake Barnes, Kervins Chauvet
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Stijn Wikkerink
Group Account Director: Kathryn Addo
Account Director: Franky Wardell
Account Manager: Abderrahim El Khouani, Fulvio Itagiba
Account Executive: Roberta Hilgert
Head of Planning: Martin Weigel
Planning Director: Reid Schilperoort
Head of Comms & Digital Strategy: Danielle Pak
Comms Strategist: Elsa Stahura
Art Producer: Eline de Roo
Studio Director: Lizzie Murray
Studio Print Producer: Loes Poot
Designer: Yaleesa Waëlauruw
Motion Designer: Alex Raybould
Studio Artist: Noa Redero
In-House Editor: Scotti Raz
Business Affairs: Michael Graves, Marie Hernandez
Production Company: Rattling Stick
Director: Sara Dunlop
Producer: Tess Mitchell
Director of Photography: André Chemetoff, Mik Allen and Jason Hearn (surfer)
Editing Company: Trim Editing
Editor: Dominic Leung
Audio Post: Grand Central Recording Studios
Sound Designer/Mixer: Raja Sehgal
Title: Amphitrite’s Theme
Don’t miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what’s in store for the coming year. Register.