With the design of the pro Hijabi head gear and its controversial ad, Nike’s message is clear. Female Muslim athletes who wear Hijabs should be included in international sports.
The ad opens with a statement that is cliche in the muslim society
What would they say about you?
“It’s unladylike, you are not supposed to be out there and it’s not built for you”
The opening statement is so true to the reality of islamic women in sports
Middle Eastern women in hijabs have been marginalized from athletics at home and abroad.
Women living in Saudi Arabia cannot participate in state organized sport leagues, national tournaments or even use the gym.
International Olympic committee banned religious symbols making it difficult or awkward for women in Hijabs to participate in various sports
Fiba till today has still not allowed Hijabs in basketball, Muslim women are still fighting.
Maybe they would say you are strong
“You cannot be stopped, you would always find a way, you make it look easy”
The Nike ad continues in a statement phrase that gives the women hope, encourages middle eastern women to make the move anyway.
In 2012 the Olympics committee reluctantly removed the ban on head covering for some selected sports. Saudi Arabia was also issued an ultimatum for allowing only men compete
Sarah Attar became the first female track athlete to compete for Saudi Arabia in the Olympics 2012.
Though she did not win a crowd of 80,000 stood up and clapped for her. She overcame political, cultural and religious bias- donned her Hijab and ran the race.
Tamina Kohistani from Afghanistan and two other Muslim women also participated in the London 2012.
Or maybe they would say you are the next big thing.
The ad closes after showcasing about 5 muslim women doing great things in sports
In Rio 2016, Muslim women did not only come for Olympics, they conquered. Four Muslim women in hijabs won medals for taekwondo, fencing, and weightlifting.
Nike’s is got your back
To support Muslim women in sport Nike has designed The Pro Hijab. It’s made from a single layer of thin polyester — in both dark and neutral colors — and includes tiny holes to make it breathable, according to CNN.
It’s a really Bold and feminist stand taken by an international brand like Nike. its purpose and message is clear; inclusivity for all even women in sports.
The Nike ad has already gathered over 3million views in youtube: click here to view
Its rare to see a brand take such a bold step, taking on religious and political bias to reach their target audience.
Blazing Hot !