IN SHORT

Balsam Al-Ayoub is all about firmly but gently questioning limits, moving goalposts and raising bars. From internationally acclaimed athlete to businesswoman, philanthropist, fashion designer and filmmaker, she has never shied away from confronting bias and keeps working to change the norms and notions that support it—in her case, with a focus on female empowerment and participation in sports. “It’s important to respect culture and traditions, and work in a way that allows people to accept the things you do,” Balsam says. “You can’t do things by force if you want long-term results.”