Brand Activation, Featured Stories, Inspiration, Recommended Stories

What marketers can learn from Nike “Pro Hijab Collection” for female Muslim athletes

Nike was the goddess of victory in Greek mythology, Nike as a brand just proved that it got strong believes in…

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Nike was the goddess of victory in Greek mythology, Nike as a brand just proved that it got strong believes in human diversity and cultural competence than some political leaders.

Nike just introduced a performance hijab for Muslim women athletes and it’s called the “Nike Pro Hijab”.

The new Nike spring 2018 Pro Hijab Collection sends a strong message about the nobility of sport that shouldn’t differentiate between any skin color, gender or race.

Sports only knows passion, ambition and dedication.

Nike do not believe in Islam, Nike believes in Market Insights!

If marketers have one lesson to learn from the Nike Pro Hijab. It should be about how a brand should adapt itself and the products offered to meet the customers’ need. We shouldn’t expect the consumers to change their lives to meet the brand’s product or fashion line!

Empowering women with more than just a product, but rather a solution to their needs while both professional and everyday Muslim athletes helped create the Nike Pro Hijab.

Do you remember the huge social media buzz during Rio Olympics about Egypt’s Beach Volleyball player in hijab?

Back in Rio 2016 Summer Olympics, Doaa Elghobashy and her partner Nada Meawad made history as they played in the Copacabana beach court, becoming Egypt’s first ever Olympic team to compete in a beach volleyball tournament.

The social media buzz was not about the historic event for Egypt’s beach volleyball team. The buzz started when Team Egypt’s Doaa Elghobashy appeared in hijab on the beach volleyball court!

Instead of just watching the game, some insightful minds should have spotted an opportunity to open new markets and develop a new product lines for consumers who are already ready to use!

Egyptian Women's Beach Volleyball Player Wears Hijab Against Bikini Opponents at Rio Olympics
Egyptian Women’s Beach Volleyball Player Wears Hijab Against Bikini Opponents at Rio Olympics

Nike the sportswear giant knows how to innovate to inspire, develop and introduces not just products but adventures, experiences.

In Nike’s pursuit of enhancing every Muslim female athlete’s life, it has just came first in the innovation race, channeling the Greek Goddess of Victory (Nike) and winning over millions of Hijab-wearing women all over the world, not only in the Arab world.

Nike Hijab Commercial

Nike-sponsored Olympic weight lifter Amna Al Haddad from the United Arab Emirates helped inspire the company to develop the hijab after she had difficulty finding a head covering that was comfortable and would adhere to competition standards, according to the New York Times. Haddad appeared in a Nike advertisement in April 2016, wearing a hijab without a logo. Now Nike’s signature swoosh is displayed prominently on the side of the Pro Hijab.

2 days before International Women’s day 2017, The official YouTube channel of Nike Women released an advert asking a rhetorical, discouraging question that is often asked whenever a female is going to do something “against the norm” of the society.

There is always this fear of what will the people say about her doing this or that. Following one’s passion is up to the public’s opinion.

The advert gained 922K viewership, was shared 5K times and has 26K likes.

“The film aims to highlight the stories of amazing athletes to encourage and inspire others,” Hind Rasheed, Nike’s communication manager in Dubai, told CNN.

The advert features Emirati figure skater Zahra in the sportswear and also, Tunisian fencer and Olympics medalist Ines Boubakri, Emirati Parkour trainer Amal Mourad, Saudi singer Balqees Fathi and Jordanian boxer Arifa Bseiso.

Nike Pro Hijab Spring 2018 Collection:

After the release of the advert and on the International Women’s Day, Nike released a statement announcing their new Pro Hijab Collection will be available in the Spring 2018 Collection.

The much awaited sportswear from Nike after the Plus size collection, Hijab wearing athletes were always facing an extra challenge with training in their normal garment’s weight, the potential for it to shift during action and its lack of breathability disrupted their focus.

So Nike has developed its first high-performance ‘Pro’ hijab, made from a sportswear mesh fabric, the lightweight polyester features tiny, strategically placed holes for optimal breathability, in neutral colors.

“The Nike Pro Hijab may have been more than a year in the making, but its impetus can be traced much further back, to an ongoing cultural shift that has seen more women than ever embracing sport,” Nike said in a statement.

The Pro Hijab collection is inspired by Sarah Attar, the first female track athlete to compete for Saudi Arabia in the London Olympics in 2012, who finished 800m, Dressed in a long-sleeved green training top, long jogging bottoms and a white hijab. She definitely stood out and she was given a stand ovation as she crossed the finish line, almost a full lap behind the others. Along with, Emirati weightlifting Olympian Amna Al Haddad.

Zahra Lari, the first Emirati figure skater, Dubbed as the “Ice Princess” of the United Arab Emirates. She is one of the athletes featured in the advert as well, she told Nike: “I am covered, I am Muslim, I am from a desert country, but I am doing a winter sport and it’s fine,” She aspires to become a role model through persistence and stamina.

✨H A P P Y ✨✨✨✨✨✨✨✨✨✨✨✨✨✨✨✨✨✨I N T E R N A T I O N A L✨ ✨W O M E N ' S D A Y ✨✨✨✨✨ Still recovering from yesterday's overdose of love and support everyone has shown me after the Nike Pro #Hijab Campaign has launched. ✨ ✨ Still feels surreal and overwhelming and feels life – changing to be involved if even remotely , in a campaign like this. ✨ ✨ ✨ Again Changing the world, one #Hijabi athlete at a time. ✨ ✨ ✨ Happy International Women's Day to every beautiful woman who has ever doubted herself , thought she couldn't, only to turn around and decide she can. ✨ ✨ It's not easy growing up , at least in this region, being a girl . ✨ ✨So much pressure, constraints & confusion – sometimes you want to just run away from it all. ✨ ✨ If you're a little girl reading this, I want you to know that you are the World and Universe in motion. ✨ You are capable of anything your heart desires or anything that you set your heart and mind to. ✨ Nobody can stop you if you believe in your dreams and have the power to persevere. ✨ You have the power to persevere and endure anything and everything to fight for one dream. ✨ ✨ If you're a little older and still confused, know that God will help pave your way, again all you have to do is believe and shut out the small voices whether Inside your head or all around you – focus on your destination and never look anywhere else. ✨ ✨ ✨ If you're a woman and you don't like lifting other women, are jealous or always bitter about other's success, please know in your heart that we are all special in our own way. If all women supported each other , very beautiful things can and will happen. ✨ ✨ ✨ Today I hope for all women to be calm in their hearts, strong in their hearts and kind and loving towards other women first and foremost. We are all here a very little while, what's your story, how will you make and leave an impact? ✨ ✨ Seek only inspiration from other strong women, look up to them, cheer them on, be happy for them, follow even in their steps but DO NOT HURT THEM. ✨ Here's to every woman who is fighting an internal battle everyday and keeps swimming anyway. I love you, thank you, bless you. #internationalwomensday #IWD2017 📸@vivienneballa

A post shared by Manal A Rostom (@manirostom) on

She was one of the athletes who tested the Nike Pro Hijab along with Nike+ Run Club Coach Manal Rostom, the Egyptian Mountaineer.

Nike are not only inspiring hijab-wearing athletes but also, modest sportswear for any athlete. The diversity and inclusion of any athlete* is opening new doors for Nike, as many females were discouraged to train and exercise due to not available modest attire or a preferable solution to their religious practices.

*Nike believes that if you have a body, then you’re an athlete.

Nike inspires everyone to just Do It.

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When and how to start outsourcing your business?

There is a reason why freelancing and outsourcing is becoming a popular trend with many international companies. With a tough…

There is a reason why freelancing and outsourcing is becoming a popular trend with many international companies. With a tough local and international economy, companies have to do what it takes to maintain a steady profit, and find ways to reduce costs.

Outsourcing is becoming a big trend in many industries, due to its many advantages and low costs.

For small and big businesses alike, there comes a time when a decision must be made. Do you build a new team or primary service, buy certain tools or do you outsource for a short time?

That is another way that outsourcing can help.


So, when should you start considering to outsource?

Do you procrastinate when faced with a particular task?

Is it a one-time task? Is it a primary service that your business offers, or something for a specific client or project?

Is it a once a month task? Such as Legal duties, or financial accounting?

Are you still saving up for an expansion? Could you afford an expansion for this task?

Is it a non-essential function of your business?

If you’ve answered all by one of those as yes, then that is when you should be outsourcing.

A definition for outsourcing is “the strategic use of outside resources to perform activities traditionally handled by internal staff and resources.”

The reason is simple, because it can be advantageous most of the time.

Your business is saving money, effort, time and energy, making it more efficient on that tasks that truly matter.


Why should a business outsource?

So, you know when you should be looking into it, or maybe you’re interested.

The thought still lingers in your mind, it might be a good idea but why should I?

There are many things that you can consider that could make outsourcing a great opportunity for your business.


1. Employee costs and non-productive hours

Office space, cafeteria benefits, hospital visits, insurance, and lunch breaks are things that cost the company profit per full-time employee.

These are also things you can save on when outsourcing.

These make a full-time employee more than twice as expensive as a short offer for a freelancer.


2. Efficiency

Freelancers and outsourcing give you a special opportunity, an opportunity to capture and use talented people that you may not have been able to afford otherwise.

Talented graphic designers, high-end lawyers, highly-organized accountants, and smart assistants can be found as freelancers, and at a lower-price than full-timers.

They tend to be more efficient as they have stricter deadlines than full-timers, and may be able to do the job better than you or any other current employee.


3. Frees up internal resources

Getting freelancers doesn’t only work as a way to do unrelated or menial tasks, they also function as a way to lift weight off of your shoulders.

Using a content marketing freelancer to prepare content calendars, or receiving content from freelance content creators, can help free up internal resources.

Freeing you and your employees up for other important tasks, tasks that they can handle more efficiently with less of a work load.


What are you waiting for?

As you can see, outsourcing could be a very beneficial strategy for you and your business.

It does come with its own issues, such as communication and delivery of work, but if you plan it right, it will help you and your business thrive.

So, what are you waiting for?

Have another reason why outsourcing won’t be a part of your business strategy? Let us know in the comments below.

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Samsung A8 social experiment proves that everyone is beautiful

What would you do if you were called beautiful? What would you do if someone stopped you in the street,…

What would you do if you were called beautiful? What would you do if someone stopped you in the street, with no indecency and just clear honesty, and told you that you were beautiful? How would you react?

Quite a few people have come out to test the question, and now smartphone manufacturer Samsung is joining their ranks.

With their new ad for their Samsung A8 and A8+, Samsung discoveries how everyday people react to a simple truth.

Everyone is beautiful.

The reactions were both sad and uplifting. When told the person behind the camera, filmmaker Shea Glover, was taking photos of what she saw as beautiful, these were some of the reactions.

“Okay, why did you invite me?”

“I don’t know how to take a picture like that.”

“I don’t know, I don’t get called that that often.”

“Usually I get called ugly or something, so that’s a first.”

The brand’s video mixes together both a loving and emotional ride of emotions, all in perfect clarity with their A8 phone.

Targeting Generation Z

Samsung is tapping into Generation Z’s craving for authenticity in a new, international ad campaign for Samsung Galaxy A8, created by the Cheil Worldwide Network.

At the heart of the campaign is the young director and social anthropologist Shea Glover, who appears on screen as well as sharing a co-director credit. In it, she takes her previous social experiment exploring self image to a global audience, making an emotional film showing what happens when a wide range of Gen Z strangers are told that they’re beautiful just as they appear.

Using the power of viral vidoes

The TV Commercial Ad titled Lets You Be You was done by Academy Films advertising agency for product: Samsung Galaxy A8 (brand: Samsung) in United Kingdom. It was released in the Jan 2018.

Viral videos, while not the most popular buzzword anymore, still have a power to gather people together under a single feeling or banner. Glover, whose shot to fame was a world famous viral video that sparked and inspired countless other touching videos, knows this very well.

Her original video, in which she went around her high school filming as she told people they were beautiful, has been watched over 17 million times on YouTube. Not to mention how much it was shared and talked about on other social media sites.


This sparked other projects such as Rotasiz Seyyah’s “You are so beautiful,” and Johanna Siring’s “Kiss of a stranger.”

Samsung understood the power of before and after shots, and of how emotional marketing can settle a brand into people’s hearts for a long time.

Using not only the idea but also the original videographer, Samsung was able to create an easily sharable, and possibly viral ad.

The Samsung ad was designed to serve as a demo of the phone’s ability to take “beautiful” photos in various lighting and weather conditions. It also allows the brand to embody itself as a caring and loving brand.

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CAMPAIGNS, Featured Stories

Mo’ Salah 2018 campaign should be pretty much as Vodafone brand as it gets

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the…

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the Nasr City district of the Egyptian capital playing for El Mokawloon SC during 2009-2010 season.

Today, Egypt winger Mohamed Salah with no doubt is the phoenix for his generation of Pharaohs. Mohamed Salah caught the attention of the football world for his speed and earned the world’s respect after his muted celebration after scoring a goal against Chelsea.

Since his historic penalty against Congo and qualifying Egypt to 2018 World Cup “with Salah’s help, of course”, the 25-year-old’s star is on the rise and this is the reason why he has been hailed as the ‘Egyptian Messi’.

Also Read ► Road to Russia 2018: The most prepared brands for the historical moment

Mohamed Salah is now branded as a successful young Egyptian who can be a role model to inspire Egyptians especially younger people and give an example to be emulated in behavior, commitment, and strive for success.

Salah, who has also been nominated for the CAF African Footballer of the Year award, is currently the Premier League’s top scorer after scoring 20 goals in 25 matches since signing for the Reds this summer.

Also Read ►Pepsi features Mohamed Salah in Advert about Ambition and Success

With statistics, Mohamed Salah is considered the most expensive Egyptian, Arab and, African player in the football history after moving to Liverpool last summer for 42M euros.


Why Mohamed Salah’s success is a triumph for Vodafone’s Branding Campaign

Vodafone Egypt today announced Mohamed Salah to be Vodafone Egypt’s newest brand ambassador. Accordingly, Mohamed Salah will lead Vodafone’s advertising campaigns for 2018 under the slogan “The future is exciting. Ready?”

In line with Vodafone’s new vision of optimism, Mohamed Salah up coming campaigns for Vodafone Egypt should achieve the brand aspirations and dreams for a better future and reflect Vodafone’s trust and hope for young people.

اللي جاي أقوى 💪

Posted by Vodafone Egypt on Wednesday, December 20, 2017


One of the toughest aspects of building a successful brand is building an emotional connection with consumers and Mohammed Salah was chosen by Vodafone Egypt as an example to achieve ambitions and to work towards a stronger and better future.

Also Read ► Vodafone Launches New Visual Brand Identity

Brand intimacy is the new paradigm in marketing and consumers connects more with brands when they seems to care about people like themselves and is making a positive difference in the world.

Mohamed Salah reflects Vodafone’s new brand identity and he is really an inspiring example of how to leverage your personal capabilities to get into the career you want and push-up your challenges from local to international standards.

Vodafone Egypt just clinched the best player in Africa from rival competitor Etisalat Misr

Back in Jun 2016, Mohamed Salah was featured in Etisalat Misr “Imagine Tomorrow” campaign. Today, by naming Mohamed Salah as Vodafone Egypt’s brand ambassador, its considered another victory for Vodafone to complete a winning deal with Salah who has been crowned BBC African Footballer of the Year following an exceptional year with AS Roma, Liverpool and the Egyptian national team.

Worth mentioning that Pepsi has chosen Egyptian professional footballer, Mohamed Salah as the new brand ambassador for Pepsi-Cola in the Middle East and North Africa (MENA) region in 2016.

Recommended Read ► Pepsi and Coke become “Frenemies” to support The Egyptian National Team

We wonder if  Salah would consider Coca-Cola campaign for World Cup 2018. Specially that Coca-Cola is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978.

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Featured Stories, News

Ahmed Abou Hashima totally abandoned his media empire for Eagle Capital

The media of Egypt is highly influential in Egypt and in the Arab World. Recent developments in the media sector in…

The media of Egypt is highly influential in Egypt and in the Arab World. Recent developments in the media sector in Egypt indicate a trend of augmentation through cost-cutting mergers and acquisitions of main satellite TV networks and affiliates of newspapers and websites.

Egyptian Media Group was founded with an aim to develop the media sector in Egypt and provide the quality and expertise required to regain Egypt’s leadership in the region.

Empowered by the Egyptian business tycoon Ahmed Abou Hashima, Egyptian Media Group was developed to deliver the most advanced technologies by creative Egyptian minds, including the most professional and successful executives in the Egyptian media scene.

Abou Hashima started off Egyptian Media group by acquiring 100% of ONTV channel from businessman Naguib Sawiris, 51% of “Presentation Sports” for sports marketing and media, and 50% of Misr Cinema for movie and TV production.

In November 2016, Egyptian Media Group announced the signing of a partnership agreement to buy 50% shares of Synergy, aiming to strengthen its business in the field of art production, especially drama and advertising.

Today, Egyptian Media is one of the fastest growing media groups in Middle East and North Africa. Egyptian Media already holds a variety of the best TV Channels in Egypt and the Middle East, plus it owns and operates a grand set of the most widespread news websites in Egypt includes but not limited to Youm7DotMsr and Egypt Today.


Egyptian Media Group Subsidiaries:

ON Network:
OnEnt, ONsport, ONtvLIVE and On drama.

Film Production:
Synergy – تامر مرسي, EM | Production and Misr cinema.

Radio Management:
Nagham FM نغم اف ام, Radio Hits 88.2, Mega FM 92.7 and 95 FM.

Print Media:
Youm7, Eain, Sout Al Omma, DotMsr, Business Today Egypt and Egypt Today Magazine.

Marketing & Advertising:
Presentation Sports, Synergy Advertising, POD Egypt, iFly Egypt, Egyptian outdoor, Spade and Hashtag.

Training & Development:
Egyptian Media Group collaborates with London Film Academy (LFA).


Eagle Capital acquire 100% of Abou Hashima shares

According to news reports, Abou Hashima decided to totally abandon his shares in Egyptian Media Group for Eagle Capital, led by Dalia Khorshid (Egyptian ex-Minister of Investment).

As a result of the acquisition, Osama Al-Sheikh has been assigned as Chairman of the Board of Directors for the Egyptian Media, and as Managing Director to replace Ahmed Abu Hashima.

The full details about the acquisition deal is not available at the moment and should be announced during a press conference to be held next Thursday.

Worth mentioning is that Egyptian Media was planned to be registered on the stock market as a holding company in the first quarter of 2018 to raise up to 1 billion Egyptian pounds after the planned initial public offering (IPO).


Dalia Khorshid, CEO of Eagle Capital

In early 2016, Dalia Khorshid succeeded Ashraf Salman as Minister of Investment, becoming the first woman in Egypt to occupy the elite position.

Ms. Khorshid holds a Bachelor of Arts degree in Business Administration from the American University in Cairo. She also serves as Group Corporate Treasurer for Orascom Construction Industries (OCI) N.V.

Prior to joining OCI, she was with Citibank for 8 years, where she served as a Vice President.

She began her banking career with Commercial International Bank, Egypt’s largest private sector bank. She spent eight years at Citibank as vice president for Corporate Finance and Investment banking for the Middle East.

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