Athleta's Middle East Launch Features Trailblazing Emirati Racer, Egyptian Filmmaker, and Saudi Athlete

Performance can be measured in various ways, from shaving seconds off a lap time to enduring a race or excelling on a film set. For three remarkable women from the Middle East, performance also signifies challenging societal expectations and redefining their achievements. To commemorate its regional debut, American activewear brand Athleta has introduced the 'My World. My Rules' campaign, a celebration of accomplishments that extend beyond traditional sporting milestones. At the heart of this campaign are Emirati racing driver Amna Al Qubaisi, Egyptian filmmaker and cinematographer Salma Elkashef, and Saudi endurance athlete Lojain Alrefae. Despite working in distinct fields, these three women are united by a powerful determination to define success on their own terms.

For Amna Al Qubaisi, a pioneering figure in Emirati motorsport, the collaboration felt like a natural alignment. Already aware of Athleta's dedication to empowering women, she embraced the opportunity to represent the brand as it expanded into the Middle East, starting with the UAE. "I was so inspired by how they empower women in a different way," Al Qubaisi stated. "It really resonated with me because, as an athlete, you want to wear something that is sentimental but also good for the whole day." She elaborated that activewear has evolved beyond the gym, now needing to cater to 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 explained. "It's not just sportswear. It's also aligned with fashion." Al Qubaisi also emphasized the significance of featuring accomplished women rather than conventional celebrity endorsements. "We want to see people who are actual athletes representing a sports brand," she noted. "Seeing that portrayed in their new campaign is something I'm really proud of."

Egyptian filmmaker Salma Elkashef experienced a unique opportunity with the campaign, working both behind and in front of the camera. Initially tasked with directing the film, she was later invited to be featured in it. "I thought it was such an interesting idea," Elkashef shared. "I'm doing what I love. I'm going to direct the ad and be in it while I'm doing something very honest." While the prospect of appearing on billboards was exciting, the chance to showcase her craft was more meaningful. On set, she seamlessly transitioned between directing the crew and performing for the camera, a combination she found surprisingly intuitive. Her journey into filmmaking was not without its challenges. As the sole woman in her cinematography class, Elkashef faced resistance in an industry where the physical demands were sometimes deemed unsuitable for women. "One person told me, ‘I think you should get married and stay at home,’" she recalled, mentioning she was 21 at the time. "There was this idea that it literally was not a woman's job. That I couldn't hold the camera or work the long hours." Instead of being discouraged, these attitudes fueled her determination. She worked diligently to establish herself, eventually earning the respect of those who had doubted her abilities, with some now collaborating with her. "I don't want to inspire women just by being a film director," she stated. "It's about showing that dreams come true, and anyone can do it."

Saudi endurance athlete and entrepreneur Lojain Alrefae approached the collaboration from a different perspective. Having discovered Athleta while residing in the United States, she was already a fan of the brand when the opportunity arose. "I love the brand, the style, the aesthetics – everything about it," Alrefae said. "It's basically what I live in anyway. But what really caught my attention was the whole idea of ‘My World. My Rules.’ It represents women everywhere. You own it, you're strong enough, and you have to believe in yourself that you can do whatever you want." As a mother of three daughters, Alrefae views her athletic pursuits as integral to the example she sets. Being recognized by an international brand that shares her values is "an honour," she commented, especially as it celebrates women's strength, confidence, and individuality. "My whole purpose in a lot of the things I'm doing is to be the best role model I can for younger generations, especially my girls," she expressed. "It's very important for me to set an example for them, and to inspire people, whether younger, older or the same age. I want to make a positive impact through everything I do." For Alrefae, nurturing the next generation begins at home, instilling the belief that girls should feel empowered to pursue ambitions beyond prescribed expectations. The campaign's message, she explained, is less about dominating the world and more about having the confidence to carve out one's own space within it. This distinction resonates through all three women's stories. Whether competing on a racetrack, working behind a camera, or pushing physical limits, each has had to forge her own path in fields where success demands more than just talent. For Athleta, their narratives offer a unique way to introduce itself to the Middle East through the women it aims to dress. For Al Qubaisi, Elkashef, and Alrefae, the message is clear: achievement is defined not only by accomplishments but by the freedom to determine what success truly means.