Women in sports ad strikes nerve in Arab world


  • World
  • Thursday, 23 Feb 2017

Arifa Bseiso boxes an opponent in a scene shot for the Nike Middle East ad campaign filmed in Dubai, UAE, February 13, 2017. Nike/Handout via REUTERS

DUBAI (Reuters) - An online commercial released by Nike this week showing Arab women fencing, boxing and spinning on ice-skates has stirred controversy over its attempt to smash stereotypes about women leading home-bound lives in the conservative region.

It begins with a woman nervously peering out of her doorway and adjusting her veil before going for a run in the street, while a female voice narrates in a Saudi dialect: "What will they say about you? Maybe they'll say you exceeded all expectations."

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