Religious female Muslim athletes trying to find a way of dressing modestly while still competing in high-level sporting events like the Olympics are getting a new and surprising ally: Nike. The American sportswear giant announced the “Pro Hijab,” a head covering made of lightweight, stretchy polyester that the company says will allow hijab-wearing Muslim women to compete without headscarves that sometimes hurt their performances.
The announcement only escalates Nike’s ongoing expansion into Middle Eastern markets and boosts a broader push for inclusion and representation in athletics. Its release also comes out as politically-sensitive for many US companies, where products and ads featuring Muslims are seen as political statements directed against the Trump administration, even if they don’t mention politics. Amazon, for example, aired a commercial in November last year featuring two old friends sharing tea: a Muslim imam and Christian priest. While many people praised the ad, it also drew criticism and anti-Muslim hate from right-wing websites and viewers, including Infowars which called the ad “Islamic propaganda.” The video can be found here:
Like Amazon and other companies, Nike didn’t frame its announcement of the new hijab in any political terms. Still, many commentators are calling it a game-changer for directing attention and giving voices to Muslim women who have been kept out of sports because of social stigmas and regulations against wearing a hijab while competing. Nike’s announcement pushes the conversation on (politics of) representation in sports and what it called in a statement a “cultural shift that has seen more women than ever embracing sport” and an increased acceptance of the inclusion of all women in sports.
In February, Nike celebrated Muslim athletes in a campaign video (posted above) called “What Will They Say About You,” featuring women breaking stereotypes. The video went viral and was the first step in Nike’s expansion into the Middle East. But while it is important for Nike to finally recognize hijab-wearing athletes, there are still many hurdles to overcome in leveling the playing field for Muslim women athletes. These hurdles are not statistical or physical, but mental. The target is to change the ideology and mentality of the societies these women arise from. Nada Al Bedwawi, an NYUAD Olympian (swimmer) became a huge name in breaking stereotypes and representing UAE at the Rio Olympics. Such examples are the ones that help break the shackles and excel rather than products like the “pro-Hijab”.
Nike is not the first company to release a line of hijab sportswear. Smaller sports companies have been designing hijabs for decades, including Oregon-based Oiselle and Capsters, which has sold sports hijabs since 2001. But Nike’s announcement is still important as the “global company” pushes the conversation on inclusion. I don’t expect Nike to become a savior for Muslim women, who can certainly defend themselves, but solidarity and support is important.
April 16, 2017 at 12:52 pm
Very interesting post, Raghav–youre highlighting the commercial aspects to “halal” ideology. Take a look at Faegheh Shirazi’s book, on reserve in library, called “Brand Islam.” Its not so much a question of “solidarity” here by companies like Nike and Amazon, as a realization, i think, that there are big bucks to be made by cashing in on the “piety” craze in the Muslim world–no?? But you’re right–the effects of this commodification could be positive in some ways.