NIKE "What if you can?" 2024. Directed by Haifaa Al Mansour and produced with Lief London and Wieden+Kennedy Amsterdam as associated producer. 

Nike’s first campaign for Saudi Arabia: ‘What if you can?’, fills girls with the confidence and excitement to begin their journey in sports and realize their hidden potential. Imagine being a team player who has never met her team, a striker who has never touched a ball, a gymnast who has never taken a leap. Potential is a terrible thing to waste. So, what if you can? There’s only one way to find out. Just do it.

It was crucial to make the film genuine and true to the region. This is why, to bring this story to life, Wieden + Kennedy Amsterdam and Nike collaborated with one of the country’s best-known and the first female filmmaker of the Kingdom, Haifaa Al Mansour and Lief. They brought to the project the level of craft and authenticity deeply rooted in Saudi culture. The film was shot in Riyadh and brought together young female Saudi athletes: from a taekwondo champion, to professional ballers and swimmers, to self-taught skateboarders and dancers.