As Muslim women started breaking through the glass ceilings in several fields to the world stage, the hijab became a much more common sight. In the 2016 Rio Olympics, 45% of the athletes were women. Despite having to face several challenges, at least 14 Muslim women won medals at these Olympics and the number was expected to rise in the coming years. The number of MWAs participating in world competitions had increased dramatically since the advent of the new millennium. There were also several MWAs who participated in the Rio Olympics wearing a hijab. ...

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BOOMING MODEST FASHION INDUSTRY

With the rise in Islamophobia due to the perceived threat of Muslim extremism and sensitivities over immigration, the hijab had been banned in several places, with many other countries also debating a ban. The number of attacks against Muslim women wearing the hijab had also increased in the past few years due to the reasons mentioned. Amidst all this, more and more Muslim women had started wearing the hijab to show that it was a part of their religion, The hijab had thus evolved into the most visible and prominent symbol of Islamic culture, especially in the US and Europe, and as a symbol of diversity, which Nike had embraced. Experts believed that after the US President Donald Trump’s immigration ban on a few Muslim countries in 2017, this step by Nike would definitely highlight and promote its culture of ‘inclusivity’....

WHAT’S IN IT FOR NIKE?

Apart from tapping a new market segment, this new reach in the Middle-East would also provide some cushioning to Nike against the growing competition it was facing, particularly in emerging markets like China. This could prove helpful to offset any decline it might face in China, while also tapping into a major market segment, said observers. This was because many Western companies had been looking at expanding into other markets because of the slowing economic growth in China. Also, looking at the size and consumer power of the Middle-East, many companies would come up with several products tailored to the tastes and needs of the region. ..

DISCUSSION QUESTIONS:

1. Analyze the different bases of segmentation underlying the launch of Nike’s Pro-Hijab. Illustrate each segmentation type with references from the case.....

EXHIBITS

Exhibit I:List of MWAs who Participated in 2016 Rio Olympics while Wearing a Hijab
Exhibit II: List of Major Players in Modest Fashion Industry .