Nike+ Training Club is a free mobile app that provides over 100 workouts. In 2015, the app was translated and released in Arabic for the Middle East. Our brief was to help launch the N+TC app in a region where it's still taboo for women to participate in sport and or even be seen exercising in public.
Our idea was to create short documentaries on inspirational female athletes in the region. Then in one mass training event via live events and google hangouts, we would connect and bring women across the region together for a N+TC workout. We also proposed a new Nike product – a hijab designed for working out. The insight being if women were able to see others just like them embracing sport and ban together they would have the confidence and tools to breakdown cultural barriers and workout.
The client produced the work in-house. They launched a documentary on Women’s Day and launched the hijab 2 years later. Below is our original idea: