Nike Launched A Sports Blockbuster For Middle Eastern Women.

In many parts of the world,

The slogan "Justdoit" is easier said than done.

For example, the Middle East.

It is hard to imagine that in such a place where traditional religious culture is powerful, women who have been subjected to various kinds of discrimination must overcome their difficulties by insisting on their spirit of sport.

But Nike is willing to make an attempt to launch a sports blockbuster for Middle East women.

What do they say about you?

Nike has brought women, including InesBoubakri, Saudi singer BalqeesFathi, UAE's first figure skater ZahraLari, and Jordanian boxer ArifaBseiso, from Tunisia, to show their breakthroughs and break the shackles of Li Zhigu.

According to the world clothing and shoe net, despite being known as the "ice princess" in the UAE, ZahraLari can not be understood by many people.

"They feel that figure skating is dancing in front of men, which is not acceptable."

But she did not give up, she said. "I am a Muslim wearing a scarf, from a desert country, but I am engaged in ice sports, which is great."

ZahraLari is eager to become an example by adhering to this spirit of sports.

ZahraLari

Nike wants to be new in the Middle East.

The promotion of women's sports is obviously more challenging than the relatively mature markets in Europe and the United States.

Because of religion and tradition, there are still many restrictions on women's sports. The Saudi government recently announced that it would approve the establishment of a female gym in February this year.

The display of women's boxing, parkour, skating and even motorcycle commercials has been questioned by many users after the launch of the Twitter.

But the Middle East women's sports market is indeed coming into being, which can occupy the market in the early stage.

Recognition will be very important for the real rise of the market one day.

So this is not the first time Nike has cast its eyes on women in the Middle East.

In January 2016, it launched three Nike+TrainingClub series featuring Muslim women as the story of tennis, mountaineering and exercise in the gym.

For Nike, moving the Middle East Sports women as an inspirational example is obviously an even more unusual choice. When competitors are focusing on women's sports, it is becoming more and more difficult to find suitable inspirational images.

Despite the limited acceptance in the Middle East, Muslim women play a leading role in the wider world.

Since 2014, Nike has gradually made efforts in the field of women's sports.

In October 2015, at the investor conference held at Nike global headquarters, MarkPark, President and chief executive officer of Nike group, announced the next five year plan as of 2020. The revenue target in fiscal year 2020 was US $50 billion, of which the revenue of female products reached US $11 billion, accounting for 1/5 of the total business.

From the perspective of professional sportsmen, the marketing strategies of stories are different. You will find that Nike's advertisements for women consumers often show women's inner drama when trying to exercise, and encourage them to break the shackles and stick to it.

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