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  • AdCritique: Fitness and faith and when Muslim women will accept no compromises

    Many Muslim women want to combine their aspiration to uphold their religious beliefs in wearing modest clothing with their desire for sports activities. Typical headscarves are not well suited for physical activity as they fall off, move around, the excess material can get caught, and the fabric is not comfortable for getting hot. Clothing too is a mismatch of non-sporting items which meet the modesty requirement but are not suited to sports. So what is a Muslim woman to do, and how should brands that aim to tackle this issue reach out to them?

    Read our latest AdCritique which gives an example of a brand trying to do exactly that.