Hey'Ya! (Let's Go!) was presented at Sotheby's London during the London Olympics of 2012. The exhibition presents photographs of a group of woman athletes from Arab countries in a wide range of sports. The photographs display the athletes issues with complying with standard dress-codes in sports because of their cultural and religious contexts. The branding of Hey'Ya! refers to well-known sports visuals from the current and past to show the contrast between the Athletes ambitions (the brand) and their reality (the photographs). The brands connects the exhibition and publications throughout Sotheby's London, Harrods, and QMA Qatar.