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For decades, training programs, recovery protocols, injury prevention, and equipment designs have been built around male physiology, with female athletes treated as an afterthought or simply told to adapt.

Women aren’t small men. Hormonal health, biomechanics, recovery cycles, and injury risks (like the drastically higher rate of ACL tears) require tailored, dedicated research, not guesswork.

Honored to bring this conversation to light during The Women in Sports Playbook panel at the Aramco Korea Championship last week. We dove into the « 6% Blindspot » with leaders across sports medicine, performance, and brand innovation who are actively closing this gap.

On another note, another professional highlight for me from last week was the collaboration we did with @waacgolf , it seemed like a natural fit to have the presence of one of the biggest golf brands in the Korean market with us on site. 

It was brilliant, not just for the visibility, but because authentic on-ground engagement builds genuine emotional proximity. 

When fans experience a brand in a meaningful setting, that specific time and place anchor the memory. It turned a commercial touchpoint into an unforgettable brand experience.

#sportsmedicine #womeninsports taken in 뉴코리아cc by @wala.amara
4
21 hours ago
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Another great golf event, a blend of inspiring stories, exceptional athletes, passionate people and brands! A whole ecosystem that keeps me in awe every single time. 🏆 ⛳️ 

A special thank you to my teammates, and to our local team that made it all possible. Thank you for teaching me Korean culture, and for being so welcoming. 

Truly an experience of a lifetime. 

Korea archives incoming 📞 

#AramcoKoreaChampionship #SoKo taken in 뉴코리아cc by @wala.amara
13
3 days ago
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Something about these sounds 💆🏻‍♀️ #jamaica taken in Montego Bay, Jamacia by @wala.amara
0
a month ago
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Officially saying goodbye to summer #rhodes taken in Rhodes, Greece by @wala.amara
3
a month ago
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Les Roses de Montréal 🌹 | My city may not be the biggest city in the world but we damn know how to show up for our own. Over 17k fans in attendance for our women’s soccer team is an incredible statement, the experience, the fans, the energy. One for the books for sure! ⚜️#rosesmtlfc @rosesmtlfc @northernsuperleague taken in Saputo Stadium by @wala.amara
6
2 months ago
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Jamaica 🇯🇲🫶🏻 taken in Jamaica by @wala.amara
14
2 months ago
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Not a proper UK summer without CFC in the picture 🖼️ 💙 #chels #cfc #blues by @wala.amara
44
2 months ago
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When I made the decision to move to the other side of the coin, from my broadcast journalist days, to PR, I did it because I wanted to be the brain behind an execution that was much bigger than myself. I loved telling stories and felt truly honoured that hundreds of people felt comfortable talking to me to deliver their story to the world. But I later realised that PR wasn’t enough and that I was truly passionate about the 360-execution that allows me to deliver a strong and sustainable impact on multiple groups of people and not on one specific group. I also realised that I thrived best and felt the most comfortable using all of my skills continuously, from the people skills to the professional skills and deliverables, and from my English, Français, to my Spanish and my Arabic. I knew global markets were the place for me, thanks to my Canadian/ Tunisian background that best prepared me for this. 

I am immensely proud and grateful for not only being given the trust, the opportunity to create, execute and deliver ideas that I once dreamt about, but also grateful for all the wonderful people I’ve come across. I can truly say I’ve worked with some of top people in this industry and you know who you are. Grateful for golf, a world I didn’t know much about but that allowed me to develop myself professionally and personally. taken in London, United Kingdom by @wala.amara
22
2 months ago
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côte d’azur 🌊🐚🦀 taken in Antibes by @wala.amara
8
3 months ago
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PIF London Championship Kick-Off Event @fiveirongolfuk ⛳️ 

One week to go ⏳ ⛳️ @pifglobalseries 

Thank you to everyone that showed up, the energy was incredible. 
@_weare54 @golf_saudi taken in London, United Kingdom by @wala.amara
13
3 months ago
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I just love when women create things! 
The genuine warmth in the room was unmatched. Congrats again @club.maia 

 ⛳️🏌️‍♀️💚 taken in Pitch by @wala.amara
8
3 months ago
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While Montreal was preparing to break the WNBA regular season attendance record hosting the @torontotempo , NBA Europe continues its celebratory 3x3 yearly event at Trafalgar Square. @nbaeurope @nba 

Two takeaways:
-everyone watches women sports. 
-urban sports continue to prove that proximity is everything when it comes to fan engagement.

Love&basketball always. 

🏀 ❤️ by @wala.amara
4
3 months ago
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