Emirati racing driver Amna Al Qubaisi, Saudi endurance athlete Lojain Alrefae, and Egyptian cinematographer Salma Elkashef lead Athleta the activewear brand’s regional debut.
What connects a racing driver, an endurance athlete, and a cinematographer? Beyond their different professions, each understands the discipline behind success.
American activewear brand Athleta is bringing that idea to the GCC through its regional campaign, “My World. My Rules.”
The campaign features three Arab women: Emirati racing driver Amna Al Qubaisi, Saudi endurance athlete Lojain Alrefae, and Egyptian cinematographer Salma Elkashef.
Rather than focusing exclusively on their achievements, the campaign explores the preparation, routines, and personal commitments shaping their everyday lives.
The launch also marks Athleta’s expansion into the GCC through a partnership between Gap Inc. and Chalhoub Group.
Three Women, Three Different Worlds
Each campaign star represents a different understanding of movement, ambition, and personal strength.
Amna Al Qubaisi has built her career in the competitive world of motorsport. She became the first Emirati woman to compete internationally in single-seater racing.
She also made history as the first Arab woman to win a Formula 4 race.
However, her achievements extend beyond the racetrack. Professional racing requires physical training, constant travel, mental focus, and preparation long before competition begins.
For Al Qubaisi, the campaign offers an opportunity to highlight the work audiences rarely see.
Lojain Alrefae brings a different perspective. The Saudi endurance athlete, fitness trainer, and fashion designer has built her life around movement.
She is also the co-founder of Saudi activewear label Mulu Athletics.
Her athletic pursuits include endurance races in AlUla, while her personal ambitions extend toward completing an ultramarathon exceeding 70 kilometres.
For Alrefae, strength is not limited to athletic performance. It also influences her professional responsibilities, motherhood, and personal development.
Meanwhile, Salma Elkashef introduces a creative dimension to the campaign.
The Egyptian cinematographer, photographer, and visual artist works behind the camera, where long production days demand focus, flexibility, and physical endurance.
Her inclusion expands the campaign’s definition of performance beyond traditional sports.
It also recognises the dedication required to build a career in the creative industries.
Activewear Beyond the Gym
Founded in California in 1998, Athleta has developed its identity around performance clothing designed specifically for women.
Its collections combine technical fabrics with everyday versatility, offering pieces intended for exercise, work, travel, and daily activities.
Through its GCC debut, the brand aims to connect with women whose routines rarely fit into a single category.
The regional expansion follows Gap Inc.’s partnership with Chalhoub Group, announced in August 2026.
The agreement introduces Gap, Banana Republic, and Athleta through a phased online rollout across the UAE, Saudi Arabia, and Kuwait.
Physical stores are expected to follow in 2027.
Athleta is also planning community-focused activities, including a partnership with Samadhi Wellness in Dubai.
Redefining What Performance Looks Like
What makes “My World. My Rules.” interesting is its decision to look beyond visible accomplishments.
A racing victory, an endurance challenge, and a finished film may seem unrelated. Yet each requires preparation, consistency, and personal determination.
By bringing these three women together, Athleta presents performance as something that extends into everyday life.
The campaign also reflects a broader shift in how international brands approach regional storytelling.
Rather than relying solely on international celebrities, brands are increasingly highlighting Arab women whose achievements already resonate with local audiences.
For Athleta, the GCC debut introduces more than a new activewear collection.
It brings three different stories together, connected by the idea that ambition does not have one definition.
And perhaps that is the campaign’s most relevant message: every woman deserves to define success on her own terms.
