Global sports brand PUMA launches their first Modest Activewear collection and hijabs. Developed alongside modest women to create sport-specific hijabs and workout apparel in technical fabrics that won’t hinder movement or comfort. The pieces were created to be interchangeable providing modest women with a range of head-to-toe looks for all their training needs.
The Modest Activewear collection includes pieces designed to perform at every intensity, built out of a need for options that are both functional and fashionable. This includes three types of hijabs that were designed to provide nonslip full coverage and the freedom to move without limitations. One of which is the Sports Under Hijab which features an expandable back panel with ties that accommodates a diverse range of hair types. Another is PUMA’s Sports Hijab with an adjustable internal toggle for a custom fit, in a moisture-wicking fabric that ensures comfort at every step. A key apparel piece includes the Hijab Hoodie, which features an adjustable two-layer hoodie with an inner hijab and outer styling layer, a versatile staple for working out or chilling out.
About the campaign
The global campaign was shot locally in Dubai with a group of inspiring and accomplished athletes. Four empowered women each showed in their element, highlighting their raw talent and strongminded nature. PUMA’s aim was to shine a spotlight on regional modest talent who are making monumental strides in their respective sports. The campaign’s objective is to emphasize that you have always been strong, you have always been determined and you have always been an athlete. PUMA created this collection so that the global modest community could train as hard as they always have done, but with more secure coverage and comfort so that nothing can stand in your way.
Featured is Saudi national Rasha Alkhamis who is 4 times Guinness world record holder and the first-ever female certified boxing coach from the Saudi boxing federation. Rasha became a board member of the federation and then shortly became the Vice President. Rasha is now on the Board of Directors of the Asian boxing Co-federation to spearhead the first Arab boxing committee under the Arab boxing federation. “My aim is to pave the way for future generations of Athletes in Saudi Arabia and create a long-lasting tangible impact in the sports eco-system. I aspire to inspire many generations to pursue their passion and unleash the barriers to become the best versions of themselves” Said Rasha. She may have been the first woman in Saudi boxing but will make sure she is not the last.
Safiya Alsayegh is the first Arab and Emirati woman to become a world tour cycling pro. She currently holds the UAE national champion title for both ‘Road Race’ and the ‘Individual Time Trial’ and won the very first gold medal on the Arab level for the UAE in 2019 at the Arab Championships, dedicating 6 golds to the UAE that year. “This makes me proud to represent my country at the highest level of cycling in the world and to show the world what Arab and Emirati women especially can do,” said Safiya. This season Safiya gave the UAE its first Asian-level medal in the history of UAE women’s cycling and will continue to represent the UAE in her upcoming tours.
Nour Cheaito is the youngest fitness coach and manager in Lebanon at 24 years old “At some point, I suffered with my hijab and traditions, but I saw these obstacles as incentives for me” said Nour. With sheer hard work, dedication, and passion she improved every day until she was one of the most well-known athletes in Lebanon. Inspiring her IG and Tik Tok audience with fitness videos that educate female athletes to enhance their performance and reduce their risk of injury. “Despite many difficulties and challenges, I was able to achieve my goals and I’m still looking forward. My advice to you is to accept the challenge and don’t stop until you get there”
To conclude, we have Burcu Subatan a professional runner on the Turkish National Team. She’s a World, European and Balkan Champion with many national and international achievements. Burcu grew up in a village in Turkey where she received a lot of scrutiny for running. They repeatedly told her she was setting a bad example for other girls, but this didn’t stop Burcu. She continued to run regardless of the financial and psychological difficulties she and her family faced. She had a strong passion for running that she couldn’t give up on. Burcu “of course there will be obstacles in front of you, no matter what, don’t give up the fight”. Burcu is the first Turkish hijabi athlete to join PUMA as an official ambassador and will be representing the brand throughout her many competitions.
The Modest Activewear collection consists of 5 different styles in 4 colorways and is now available from PUMA.com and select retailers.