Ahead of International Women’s Day, Adidas have tapped three barrier-breaking women from the region to front a new captivating campaign
International Women’s Day is just a day away and with a slew of coveted brands celebrating the much-deserved occasion, Adidas is the latest label to jump on board.
To celebrate the brand’s UltraBoost19 campaign, the launch strategically coincides with International Women’s Day this year. And as for the faces, the sportswear giant looked to the Middle East.
Three women who are currently fuelling empowerment across the region, and internationally, too, were targeted with a task to showcase how they’re currently breaking barriers across the globe – all with the Ultraboost 19.
Also in line with Saudi Women’s Day (March 8), the three Saudi nationals couldn’t have been a better fit.
The powerful line-up includes Lojain Alrefae; recognised fitness instructor and the first sports abaya designer, Raha Moharrak; the first Saudi woman to summit the highest peak in all seven continents, and Saja Kamal; a two-time Guinness World Record Holder and football player.
Speaking of the campaign, Alrefae, said: “The expectations of what I should and shouldn’t be as a woman is a heavy weight to carry, but with time I have learned to not let anything limit me and to be the strongest version of myself.”
Adding to the excitement that the campaign was shot on the strip of the Jeddah Corniche, Alrefae continued and said: “I could not make me more proud of who I am and where I’m from.
Captured in her natural habitat around the mountainous ranges of Jeddah, Moharrak said: “As a woman, I’ve had to climb and overcome a lot of barriers on my way to reach the top and to be able to be the woman I am today. Being part of this awesome campaign with adidas encourages and empowers me to do anything I challenge and create for myself and I hope it helps me inspire others to reach their own summits.”
Also showcasing her strength in the historical area of Al Balad, Kamal said: “To be recognised as a female Saudi football player has meant that I’ve had to push myself to the limit to achieve this iconic position. The UB19 campaign demonstrates how perseverance and strength of character can accomplish absolutely anything, I’ve scored every goal I’ve ever set for myself.”
Who run the world? Girls.
Now, take a look at how these celebrities and designers are celebrating International Women’s Day.
- Words by Meeran Mekkaoui
