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    • Guest Nicole
      By Guest Nicole
      Nike, a company whose brand is estimated to be worth $27 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.

      Nike’s new pull-on hijab is made of light, stretchy fabric that includes tiny holes for breathability and an elongated back so it will not come untucked. CreditAaron Hewitt/Nike
      This week, Nike announced that it would release a Pro Hijab for female Muslim athletes in spring 2018. The hijab, which is expected to cost $35, is made of a lightweight, stretchy mesh polyester and will come in gray, 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 currently living in Dubai; and Amna Al Haddad, an Olympic weight lifter from the United Arab Emirates.
      The move followed Nike’s release of an Arabic version of its Nike & Training Club app early last year and the beginning of a campaign featuring five female athletes from the Arab region with the tagline “What will they say about you?” last month.
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