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The campaign opens with three words in Arabic: تبين تلعبين؟ يلا — "Do you want to play? Let's go." Simple. Direct. But in Saudi Arabia, that question carries weight that it wouldn't carry in most other places.

Nike chose to shoot this film in Riyadh, not Los Angeles or London. That choice is the whole point. The message is local. The faces are local. The streets are local. And the director, Haifaa Al-Mansour, is Saudi — the same filmmaker who made Wadjda in 2012, the first feature film shot entirely inside Saudi Arabia, also about a girl who just wants to ride a bike.

That's not a coincidence. Nike knew exactly who they were hiring and why.

The film follows a teenage girl. She's not an athlete yet. She's figuring it out — the movement, the confidence, the feeling of her own body doing something. That arc is intentional. It's not a highlight reel. It's the before.

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