The Middle East’s instalment of Nike’s ‘You Can’t Stop Us’ campaign features an inspirational film led by athlete voices and the infinite possibilities of water sports.

The intention of the campaign was to not only set out to inspire women all across the Middle East to discover all the wonderful freedom and power that waits for them in the water, but also to know that when they do swim, they’re not alone. In fact, they’re there together with all the other female swimmers across the continent.

With a focus on community and togetherness, the campaign film celebrates the victory of a young girl learning how to swim for the first time.

Not only is her mother there in the water teaching her, she’s joined by other women across the Middle East. Each and every one of them pushing her further, swimming, surfing, and rowing together with her, like a team in a relay race of continental proportions.

Alongside the film, in retail, Nike celebrated the unstoppable spirit that forms when women come together in the water through dynamic in-store displays. While in Dubai, the brand sponsored a swimming pool throughout November 2020 – making it available only for women and working with coaches to run a series of workshops and events.

Credits
Advertising Agency: Wieden + Kennedy Amsterdam, Netherlands
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

This campaign is about:
Sport, Swimming, Inspiration, TV, Digital film, Nike Victory Swim

The campaign contrasts footage of Spirig’s incredible endurance – running, cycling and swimming through the Swiss mountains – with the intimacy of caring for her three young children. The film is made by award-winning creative director and sports expert, Andy Fackrell. Fackrell has a rich legacy in the creative field, having worked with leading agencies such as Wieden + Kennedy and 180 Amsterdam on the two biggest sports brands in the world – and most recently he’s committed his time to environmental and socially conscious campaigns.

Andy Fackrell, Creative Director:
“I’ve been lucky to work with some of the biggest names for Nike and Adidas, but this was the first time working with an athlete who is also a mother of three. And one that’s been competing at this level for 20 years. The reason she’s so good is more than simply talent – being a mother has made her even more determined and focused. She may well be the greatest endurance athlete in the world. And on top of this, she’s also a lawyer. Therefore, I can safely say: superfrau, Nicola Spirig most definitely is.”

“In this day and age” says Spirig, “I believe you should be able to enjoy motherhood and enjoy continued career success, whether it’s in professional sports or any occupation. I’m proud to be part of the assembly of professional sportswomen who are speaking out for their rights as female athletes and I believe that our collective voice is finally being heard. My sponsor, On, is a real trailblazer in their support of parenting athletes and I am truly grateful that such a progressive and forward-thinking company has given me the freedom and encouragement to pursue the joint family and competitive sporting life I choose without any restrictions whatsoever.”

In the past few years, several high-profile female athletes have returned to their sport after giving birth, continuing to win big, with examples including Serena Williams, pro golfer Stacy Lewis, and runner Alysia Montano. According to ESPN’s survey of professional athletes who are also mothers, 41% percent said their income decreased when they became mothers.

On Running believes no athletes should ever have to compromise their sporting career to have a family.

About On:
On is a young Swiss sports company based in Zurich (Switzerland), Portland (Oregon, USA), Yokohama (Japan), Melbourne (Australia), São Paulo (Brazil) and Shanghai (China). It has one simple mission: make running fun. A team of sports scientists, world-class athletes and designers spearhead this mantra.

On running shoes are winning design and technology distinctions all over the world – most recently the ISPO Product of the Year and Gold Award for the Best Performance Shoes 2017/18. World Champion and elite athletes are winning podiums all over the world in On.

On’s ingenious CloudTec sole is patented worldwide. Seven years after market launch, On is available at more than 4,000 specialist running stores and over 50 countries in Europe, North America, South America and Asia-Pacific.

For more information, visit www.On-running.com

Credits
Client: On Running
Head of Sports Marketing: Feliciano Robayna
Sports Marketing Activation: Sarah MacNeil
Agency: Andy Fackrell, Sydney
Creative: Andy Fackrell, Sydney
Director: Sam Coleman, Giant Films, Cape Town
Exec Producer: Anna Telford, Butterfly Films, Cape Town
Line Producer: David Horler, Cape Town
Line Producer: Catherine De la Harpe, Cape Town
DOP: Devin Toselli. Cape Town
Production Design and Costume: Wendy Fredriksson, Cape Town
1st AC: Miche Britz, Cape Town
Editor: Steve Gulik, The Post Office, Auckland
Original music: Grayson Gilmore, Wellington
Sound Design & Mix: David Liversidge, Big Tree Studios, Auckland
Colourist: David McLaren, Big Tree Studios, Auckland
Online/Flame: James Corden, Big Tree Studios, Auckland
Post Production Producer: Rachel Liversidge, Big Tree Studios, Auckland
Creative PR: Jessica Hartley, The Humblebrag, Amsterdam

Tags:
Triathlon, On Running, Latest Marketing Campaign, Pregnancy, Motherhood, Athlete, Running, Cycling, Swimming, Wieden + Kennedy

Credits
Brand: FORM Swim
Product: FORM Swim Goggles
Campaign: It’s About Time
website: https://www.formswim.com/
Creative Agency / Production Company: BOLDLY
Executive Producer: Shelby Manton
Director: Ian Schiller
Producer: Geoff Manton, Shelby Manton
PM: Sara Blake
1st AD: Patrick Germain

Cinematography by Todd Bell
1st AC: Agatha Lee

Edit & VFX by David McDonald
Colourist: David Tomiak
Online Editor: Ryan Mance

Sound Design & Mix by Matt Drake
Sound Facility: White Hart Post
Original Music Licensed by Track Tailors

Tags:
Film, Canada, Sports, FORM, Swimming, Swim, Digital, Film, TV, Creative Agency, Technology, Innovation