Nike is bringing its Style By series to the Middle East for the first time, and the timing couldn’t be more intentional. Launching during Ramadan across the UAE, Saudi Arabia, and Qatar, the campaign taps into how women in the region navigate modest dressing without sacrificing style or versatility.
The visuals, shot by Chndy against the textured backdrop of Old Dubai, feature model and actress Lana Al Beik alongside visual communicator Leena Al Ghouti. It’s a deliberate choice that grounds the campaign in the region’s architectural and cultural landscape, rather than dropping a global template and calling it localized.
Ramadan shifts the daily rhythm entirely. Mornings are quieter, afternoons slow down, and evenings explode into iftar gatherings and late-night hangs across the city. Your wardrobe has to keep up. That’s where Style By comes in — layered fits that transition seamlessly from midday errands to evening social runs, all while staying true to modest dressing principles.
The campaign centers on two key silhouettes: the Shox Z and the Air Max Muse. The Shox Z is sleek and streamlined, designed to slip into layered outfits without overwhelming them. Meanwhile, the Air Max Muse takes the opposite approach — bold, exaggerated proportions that demand attention. Together, they offer contrasting energy depending on the vibe you’re going for.
What makes this drop notable is how it respects the region’s approach to modest fashion while keeping things contemporary. Relaxed silhouettes, adaptable layering, and pieces that work across different settings define the collection. It’s not about compromise — it’s about options.
Style By is Nike’s ongoing global concept exploring how people interpret sport-inspired fashion on their own terms. For Ramadan, that framework gets reimagined through the lens of the Middle East, acknowledging that style here moves differently, especially during the holy month.
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The campaign is live now across the region.
