UK – Adidas’s outdoor-focused line adidas Terrex has teamed up with UK-based sports retailer Wiggle and hiking group Muslim Hikers to create a prayer mat for outdoor use.
The mat, made of 100% polyester, is lightweight and durable, and is designed to let Muslim outdoor adventurers pray comfortably wherever they trek.
The mat features designs inspired by traditional Islamic art and topography. It also has pockets in all four of its corners so rocks or weights can be added to keep it flat.
To date, 100 prayer mats have been made and donated to Muslim Hikers, and more are to be produced and sold for £20 ($24.99, €22.80) on Wiggle’s website.
Brands that are serious about inclusivity are evolving beyond seeing marginalised consumers as singular in identity. In our Modest Wear Market we observed that in order to cater for young fashion-conscious Muslims, brands must understand their religious requirements but also serve their need for individual self-expression.
Strategic opportunity
Collaborate with marginalised consumers to make products that serve overlooked needs. Prioritise products that make them feel safe to express their identities in multi-faceted ways
