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In the Middle East, public schools have only started to encourage physical education in recent years, so most parents haven't experienced playing sports and instead see them as a distraction. To bridge the generational divide, Nike needed children and parents to start a conversation about playing sports together. Wieden+Kennedy worked with Nike to do just that in the form of an innocent-looking storybook with a deeper meaning: the tale of a young girl who helps her mum see sports from a new perspective.