Nike 'Pro Hijab' Targeting Muslim Women Athletes

Introduction: Nike 'Pro Hijab' Targeting Muslim Women Athletes

In recent years, the global sports industry has witnessed a significant increase in the interest and participation of Muslim women athletes. Recognizing this growing market, Nike ‘Pro Hijab’ Targeting Muslim Women Athletes, Nike, the renowned sportswear brand, introduced the groundbreaking ‘Pro Hijab’ to cater to the unique needs of Muslim women who engage in sports and physical activities. In this blog post, we will explore the strategic marketing approach behind Nike’s ‘Pro Hijab’ and the importance of segmenting and targeting niche markets.

Section 1: Understanding Segmentation and Targeting

Segmentation is a crucial aspect of marketing strategy, involving the division of a broad market into distinct groups of consumers with similar characteristics and needs. By identifying these segments, companies can tailor their products and marketing efforts to meet the specific requirements and preferences of each group. Targeting, on the other hand, is the process of selecting the most appropriate segment(s) to focus on, based on factors such as market attractiveness and the company’s capabilities.

Section 2: The Concept of Niche Segmentation

A niche segment refers to a small, specialized group within a larger market. Nike’s decision to target Muslim women athletes with the ‘Pro Hijab’ exemplifies the concept of niche segmentation. By recognizing the unique needs and challenges faced by this specific segment, Nike aims to position itself as a brand that caters to diverse communities and promotes inclusivity in sports.

Section 3: Grassroots Marketing and its Significance

Grassroots marketing plays a crucial role in the segmentation and targeting process of a product like the ‘Pro Hijab.’ This approach involves connecting directly with the target audience through local events, community partnerships, and influencer collaborations. Nike’s grassroots marketing initiatives in various regions have helped create awareness, generate buzz, and foster a sense of belonging among Muslim women athletes.

Section 4: The Mixed Response and Booming Modest Fashion Industry

Since its launch, Nike’s ‘Pro Hijab’ has received a mixed response from different quarters. While it has been widely appreciated for its innovation and inclusivity, some critics argue that it reinforces stereotypes and promotes cultural appropriation. Nevertheless, the introduction of the ‘Pro Hijab’ aligns with the booming modest fashion industry, which has gained significant momentum in recent years. Nike’s entry into this niche market not only expands its customer base but also strengthens its brand image as a socially conscious and progressive company.


Nike’s foray into the world of sports hijab with the ‘Pro Hijab’ symbolizes the brand’s commitment to inclusivity, diversity, and innovation. By recognizing the growing interest of Muslim women in sports and the booming modest fashion industry, Nike has successfully identified and targeted a niche segment. Through grassroots marketing efforts and a strategic focus on meeting the unique needs of Muslim women athletes, Nike has not only introduced a groundbreaking product but also strengthened its brand image as a socially conscious and forward-thinking company. Also check out Tata Motors’s Jaguar Land Rover Turnaround Strategy and to get the detail with PDF