FIRST AIRED: June 29, 2018

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00:00:01
>> Women exercising in public in sports clothes, commonplace in most countries. But in Saudi Arabia it's a new luxury. As one of the most conservative kingdoms in the world relaxes the rules. Female runners and cycles are now a common sight along this promenade in the port city of Jeddah.
00:00:18
And it's creating entrepreneurs among the athletes. Fed up with the traditional restrictive robes worn by Saudi women, Iman Jahaji began making her own sporty abayas. She now sells them in her own shop, which she opened without the need for her male relatives' consent.>> They reflect freedom and the willingness to embrace life, flexibility, practicality and comfort.
00:00:43
>> Jahaji says there's a growing optimism among Saudi women as they rapidly gain more freedoms under a reform agenda, spearheaded by Crown Prince Mohammed Bin Salman. But bustling Jeddah is considered to be more relaxed than other areas. A nationwide culture shift may take longer.