Meet the three Middle Eastern women fronting activewear brand Athleta’s regional debut
Performance can mean shaving seconds off a lap time, pushing through an endurance race or proving yourself on a film set. For three women from the Middle East, it also means challenging expectations of what they can achieve. To mark its regional debut, American activewear brand Athleta has launched 'My World. My Rules', a campaign celebrating achievement beyond conventional sporting milestones.…
Three Middle Eastern women - Emirati racing driver Amna Al Qubaisi, Egyptian filmmaker Salma Elkashef, and Saudi endurance athlete Lojain Alrefae - are leading the regional debut of activewear brand Athleta's campaign "My World. My Rules". The campaign celebrates achievement beyond traditional sporting milestones and features accomplished women rather than celebrity ambassadors.
Al Qubaisi, the first to join, is inspired by Athleta's commitment to empowering women in a region where modesty is highly valued. Elkashef, initially approached to direct the film, found the role of appearing in the advertisement both exciting and meaningful, as it allowed her to practice her craft. Alrefae, a mother of three, embraces the brand's motto as a reminder to live life on her own terms and set a positive example for her daughters.
Together, their stories highlight the importance of personal freedom and self-determination in achieving success.
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