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Women’s rights: Adidas honours three Saudi women in a commercial

On International Women's Rights Day on March 8, Adidas unveiled a new advertising campaign for its new Ultratboost 19 running shoes in which three Saudi athletes make their voices heard and promote the empowerment of women.

“I’m lazy, I’m weak, I have no ambition.” Strong words for a punchy message. The famous sports brand Adidas unveiled a new advertising campaign for its Ultratboost 19 running shoes on the occasion of International Women’s Rights Day. In this commercial, three Saudi athletes – Lojain Alrefae, sports coach, Raha Moharrak, mountaineer and Saja Kamal, footballer – promote the empowerment of women.

 

An advertising campaign for women, by women

The UB19 campaign shows how perseverance and strength of character can do everything. In their own words, the three athletes recalled the importance of breaking down barriers, fighting stereotypes and supporting other women in their achievements.

Adidas chose to shoot the video commercial in Jeddah, Saudi Arabia. The choice seems stratgic at a time when the kingdom has stepped up its efforts in recent years to promote women and their emancipation.