A new Nike advert celebrating female sports talent in the Middle East is doing the rounds on social media.

The film was shot in the streets of Dubai, and takes an oft-used phrase, whose roots lie in patriarchy:

What will they say about you?

The defiant question becomes a rallying cry to be the best; To be the first. To be the only. The video depicts a number of sportswomen leaping, fencing and fighting their way through judgemental stares, crushing boundaries along the way.

Hind Rashid, Nike’s communication manager in Dubai, told CNN:

The film aims to highlight the stories of amazing athletes to encourage and inspire others.

The video features:

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