Written with Anwar el-Iraqi.

Women should stop worrying about negative feedback from their communities and just start playing sports, is the message of a new Nike advert targeted at women in the Middle East.

The two-minute commercial asks women, “What will they say about you?”

Accompanied by images of women playing sports in public despite stares from passersby, the narrator says people might be critical, or they might be impressed by strength.

The commercial has drawn controversy and mixed reactions from social media in the Arab world.

Some praised the commercial, saying:

“People that object to this commercial just don’t like the seeing of a strong woman!”

But others objected strongly, saying:

“O wow! Instead of marketing their products in a professional way, they changed it to what people are going to say about you – leave your hijab and go running in the streets?!”

“This is a filthy and empty commercial! Why don’t you put your efforts into the quality of your products like Adidas, instead of this tastelessness!”

Those who supported the commercial and its message hit back at critics:

“The truth is that these are Saudi women and you should go out and raise your voice and shout for the voice of the Saudi woman.”

The commercial raises very topical questions about the place of women in conservative Muslim societies and especially their ability to participate in sports. Although engagement in sports is a growing phenomenon among women in the Muslim world, there are still many restrictions on when and where women can play sports. Many countries such as Saudi Arabia restrict women from playing sports outside or even in gyms.

Yet, there are a growing number of women, such as Hind Razek, the Arab world’s first female boxing coach, who are pushing back against patriarchal strictures.

Watch the commercial: