Volkswagen Middle East has entered a partnership with the UAE based, Iraqi para-athlete and motivational speaker, Zainab Al-Eqabi as a brand ambassador. As the face of the brand, Al-Eqabi will produce social media content showcasing Volkswagen’s brand attributes and attend events hosted by the brand.
Building on Volkswagen’s values focused on moving people forward, Al Eqabi’s story is one of self-acceptance that inspires and encourages everyone around her with a growing Instagram following of 1.7 million and over 285 thousand TikTok followers. Despite losing her leg at age seven, after a bomb explosion in Baghdad, she has gone on to master scuba diving, swimming and cycling. As a TedX motivational speaker and a model at Milan Fashion Week 2022 championing a collection for a diverse and inclusive community who want to feel empowered, she is a voice for people of determination.
Commenting on the partnership, Zainab Al-Eqabi said, “Moving people forward is in Volkswagen’s brand DNA and as a motivational speaker that is committed to encouraging others, this truly aligns with my values. As the Middle East Brand Ambassador, I am both honoured and excited to showcase my journey of continuously motivating others from behind the wheel of a Volkswagen.”
Anja Petrovski, Marketing Director at Volkswagen Middle East, said, “As a people’s brand, engaging with our audience through meaningful content is key for us. Zainab Al-Eqabi’s truly inspirational story and journey supports us with this through this partnership. Aligning with individuals that resonate with our values authentically, enables us to develop creative and engaging content, while getting our brand message across to our target audience in the region.”
The 12-month contract will include content creation across all Al-Eqabi’s social media platforms: Instagram and Tik Tok. Users can look forward to content about her experience in the Volkswagen vehicles, reflecting on comfort, connectivity, safety, design and technology. She will also engage with the brand’s upcoming events that will feature car launches and insightful discussions.
