Meet the three Middle Eastern women fronting activewear brand Athleta’s regional debut

Résumé détaillé

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…

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. At its centre are Emirati racing driver Amna Al Qubaisi, Egyptian filmmaker and cinematographer Salma Elkashef and Saudi endurance athlete Lojain Alrefae.

Working in very different fields, the three share a determination to define success on their own terms.

For Al Qubaisi, a trailblazer in Emirati motorsport, the collaboration was a natural fit. Already familiar with Athleta's commitment to supporting women, she welcomed the opportunity to represent the brand as it prepared to enter the Middle East, beginning with the UAE.

“I was so inspired by how they empower women in a different way,” she says. “It really resonated with me because, as an athlete, you want to wear something that is sentimental but also good for the whole day.”

Activewear, she explains, has moved well beyond the gym, but must also accommodate the preferences of women in the region.

“Modesty is very important to a lot of us, so having a brand that really respects that and provides attire for us is opening doors,” she says. “It's not just sportswear. It's also aligned with fashion.”

Just as important to Al Qubaisi is the decision to feature accomplished women rather than conventional celebrity ambassadors.

“We want to see people who are actual athletes representing a sports brand,” she says. “Seeing that portrayed in their new campaign is something I'm really proud of.”

Début de l'article, extrait de The National. Pour lire la suite, ouvrez l'article chez le média.