--- title: Nike Middle East Ad Features Muslim Women Athletes in Hijabs description: Nike recently released a powerful new ad that prominently features Muslim women athletes exercising and competing in hijabs. canonical: https://time.com/4682139/nike-commercial-women-athletes-hijabs/ author: Cady Lang article:opinion: false article:content_tier: free article:published_time: 2017-02-24T19:17:24.000Z article:modified_time: 2026-04-13T07:41:24.218Z og:title: This Nike Commercial Features Women Getting Active in Hijabs og:description: "What will they say about you?" og:url: https://time.com/4682139/nike-commercial-women-athletes-hijabs/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt893364cffe9be0d1/6988bbd40a4a222bc49cd0c8/nike-hijab-ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2000 og:image:height: 1125 og:image:alt: A Day With US Fencer Ibtihaj Muhammad og:type: article twitter:card: summary_large_image twitter:title: This Nike Commercial Features Women Getting Active in Hijabs twitter:description: "What will they say about you?" twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt893364cffe9be0d1/6988bbd40a4a222bc49cd0c8/nike-hijab-ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # This Nike Commercial Features Women Athletes in Hijabs > Sponsored content. 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Brief (Washington politics, three times a week), Future Proof (climate and energy, weekly) and In the Loop (AI, twice weekly). All are free at time.com/newsletters and together reach more than 1.1 million engaged readers. #### Which TIME newsletter should I subscribe to? It depends on what you follow. For a daily briefing, The Brief. For health, Health Matters. For Washington politics, D.C. Brief. For AI and technology, In the Loop. For climate and energy as a business story, Future Proof. For culture recommendations, Worth Your Time. For how TIME's journalism gets made, Inside TIME. Readers can select any combination at time.com/newsletters. #### Are TIME's newsletters free? Yes. All seven TIME newsletters are free to join at time.com/newsletters. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes TIME's newsletters? TIME journalists write them. Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement.  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Feb 24, 2017 7:17 PM UTC  NEW YORK, NY - JULY 07: American Olympic fencer Ibtihaj Muhammad warms up before a training session at the Fencers Club on July 7, 2016 in New York City. Muhammad will be the first Muslim women to represent the United States while wearing a hijab at the 2016 Rio Olympic Games. (Photo by Ezra Shaw/Getty Images) NEW YORK, NY - JULY 07: American Olympic fencer Ibtihaj Muhammad warms up before a training session at the Fencers Club on July 7, 2016 in New York City. Muhammad will be the first Muslim women to represent the United States while wearing a hijab at the 2016 Rio Olympic Games. (Photo by Ezra Shaw/Getty Images) Ezra Shaw—Getty Images  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Feb 24, 2017 7:17 PM UTC [Nike](http://time.com/4583818/black-friday-shoppers-nike-store/) continues their commitment to inclusivity following [their “Equality” initiative](http://fortune.com/2017/02/13/nike-film-embraces-equality/) with a new ad spot that’s gone viral on the Internet. In a powerful new commercial made for Nike Middle East, the brand prominently features [Arab and Muslim women athletes exercising and competing](http://time.com/4361607/veil-modest-workout-clothes-startup/). The clip opens with a women running in a hijab as pedestrians stare at her. The rest of the footage shows women in the suburbs of Dubai running, skateboarding, fencing, boxing, and ice skating bolstered a narrator who says, “what will they say about you? Maybe they’ll say you exceeded all expectations.” The commercial touches on an issue that many women in the Middle East face daily while trying engage in an active and healthy lifestyle, and it even got a shout-out from Sara al-Zawqari, a spokewoman for the International Red Cross in Iraq, who took to her Twitter to voice her support of the clip. > [](https://twitter.com/SaraAlZQ/status/833009082168647680) Watch the full commercial below. > [](https://twitter.com/NikeMiddleEast/status/832802373676331008) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4682139/nike-commercial-women-athletes-hijabs/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4682139/nike-commercial-women-athletes-hijabs/"},"headline":"This Nike Commercial Features Women Athletes in Hijabs","datePublished":"2017-02-24T19:17:24.000Z","dateModified":"2026-04-13T07:41:24.218Z","description":"\"What will they say about you?\"","url":"https://time.com/4682139/nike-commercial-women-athletes-hijabs/","keywords":["Newsfeed","Entertainment","Sports topic","Nike","Culture"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt893364cffe9be0d1/6988bbd40a4a222bc49cd0c8/nike-hijab-ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Cady Lang","jobTitle":null,"url":"https://time.com/author/cady-lang/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt893364cffe9be0d1/6988bbd40a4a222bc49cd0c8/nike-hijab-ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"A Day With US Fencer Ibtihaj Muhammad","caption":"A Day With US Fencer Ibtihaj Muhammad","creditText":"Ezra Shaw—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4682139/nike-commercial-women-athletes-hijabs/","name":"This Nike Commercial Features Women Athletes in Hijabs"}}]}] ```