NEW YORK • Nike, a company whose brand is estimated to be worth US$27 billion (S$38 billion), understands the difference apparel can make to an athlete. And like any viable business, it knows the world is full of potential customers.
And so in its latest market expansion, the brand has turned to the Middle East, where female athletes have begun to come into their own over the last few years.
Last week, Nike announced it would release a Pro Hijab for female Muslim athletes in spring next year.
The hijab, which is expected to cost US$35, is made of a lightweight, stretchy mesh polyester and will come in grey, black and obsidian.
Throughout several stages of development, the product was tested by a group that included Zahra Lari, the first figure skater from the United Arab Emirates to compete internationally; Manal Rostom, a runner and triathlete living in Dubai; and Amna Al Haddad, an Olympic weightlifter from the United Arab Emirates. […]