In the early 2000s, obesity and diabetes were major problems in the Middle East. So, in 2010 several governments committed to increase physical education and sport participation in order to improve the health of their populations.

Since then, sport in the Middle East has been growing rapidly. And Nike saw an opportunity to grow the brand in the region, while also helping kids be more active.

In order to do that, we needed to bridge a massive generation divide. We needed to spark a conversation between kids and parents so that they could finally agree on the benefits that come from playing sports.

The film features active children from across the Middle East region playing back some classic parental concerns while practising their favourite activity. Each scene creates a fun and surprising contrast between parent’s first reservations, and the benefit of overcoming them, proving the life changing power of sports.

48.5M total views,

218M impressions across markets (KSA, UAE, QAT, KWT, EGY),

21M views on YouTube (one of the Top 3 most viewed films on the brand’s YouTube)

16.7M view on Instagram (one of the Top 3 most viewed reels on the brand’s Instagram)