Dubai – September 5, 2022: NEXEN TIRE Corporation, one of the fastest-growing tire manufacturers worldwide, has partnered with the Al Saeedi Group to launch a digital campaign that empowers women drivers in the UAE on Emirati Women’s Day. The company revealed a promotional video to empower Arab Women in the field of driving uniting different women to work towards a sustainable future. 

The campaign was represented by several key women in the driving community. They shared their personal stories about overcoming the challenges women face and offered encouragement to other women that aspire to be drivers with Hamda Taryam, the UAE’s first female drag racer as the brand ambassador. The video also featured other renowned women performers showing off their driving skills, such as Alia Zahran, Hawra Mohamed, Khulood Alblooshi and Alia Alsumaiti. 

Jason Yoo, General Manager at NEXEN TIRE Middle East, said, “It was an exciting experience to celebrate the journeys and achievements of Emirati and Arab women drivers and aspiring drivers. We are thankful to Al Saeedi Group for collaborating with us to promote an important cause that we both strongly believe in.”
“We believe that every Arab woman is more than capable of leading, driving and achieving her dreams. We want to encourage more women to become to be drivers and participate in fields like motorsports that have been underrepresented by women,” he added.  

NEXEN TIRE Corporation is the partner of the Al Saeedi Group, a leading specialist in tire distribution and service solutions in the UAE, in the UAE. This is the first time the companies have collaborated to promote women’s empowerment. 

Commenting on the partnership and the importance of Emirati Women’s Day, Anish Malattiri, managing director of Al Saeedi Group, said, “We are honoured to celebrate the women motor enthusiast of this country and all they have accomplished. Through our partnership with the NEXEN TIRE Corporation, we hope to offer our support to all the amazing women motorists who are breaking the barriers and aspiring young Emirati women to follow their dreams.

 “The occasion of Emirati Women’s Day provides us with an amazing opportunity to unite women from different walks and promote the act of driving as a source of strength, ambition and empowerment. Whether it is off-roading, drifting, drag racing or any other field of driving, we appreciate the women drivers.” he added.

The promotional video for the Emirati Women’s Day campaign, released on August 28, 2022, can be viewed here. 
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