Hijabs are barriers in sport.

emblems of power in sport

Challenging prejudice and championing inclusivity in sports

sales

Tier 1

press

Billboard from Haute Hijab’s ‘Can’t Ban Us’ campaign featuring two women in high performance hijabs.

The rule they were rewriting

For decades in the United States, Muslim women in sports have faced systemic barriers, from disqualification for wearing hijabs to the absence of apparel that meets their needs. Many sports brands offered “inclusive” products without addressing the prejudice keeping athletes from competing.

Haute Hijab Instagram post for #CantBanUs campaign featuring athletes wearing high performance Hijabs.

The rule we rewrote together

We helped Haute Hijab transform their platform into a vehicle for advocacy. By tying commerce to action, we gave their community a tangible way to push back – and push forward.

Haute Hijab Instagram Stories showing athletes with campaign messages “Ban confusion” and “Ban discrimination”.

Launched the “Can’t Ban Us” campaign

We turned the spotlight on athletes who had been disqualified for wearing hijabs, rallying the community and amplifying their resilience against systemic discrimination.

Highlighted product innovation

Unlike one-size-fits-all solutions from competitors, Haute Hijab’s sports line offered hijabs in diverse sizes and styles – designed for performance, comfort, and pride.

Haute Hijab campaign landing page for #CantBanUs with athlete in pink sports hijab and text “Ban Injustice”.

Connected with purpose

By emphasizing founder Melanie Elturk’s personal advocacy, we humanized the brand and built trust among Muslim women navigating sport and identity.

The impact

Haute Hijab proved that fashion can be a force for change, achieving:

Record-breaking sales

The “Can’t Ban Us” campaign delivered Haute Hijab’s largest revenue day, nearly tripling sales from Black Friday 2020.

Global media attention

Coverage in Vogue, Harper’s Bazaar, Pop Sugar, and Fashionista brought international awareness to both the issue and the brand’s leadership.

Strengthened community trust

An overwhelming outpouring of support solidified Haute Hijab’s role as a champion for advocacy and innovation in sports apparel.

Ahmed Zedan

Co-Founder & COO

The 5&Vine team have been an incredible resource for our brand. Love the quality of their ideas and our shared passion for creating a more just and sustainable world.

Haute Hijab showed that when brands take a stand, they can shift narratives, move culture, and spark collective action.

Mama Earth Organics billboard reading 'Think bigger than big-box,' featuring a crate overflowing with fresh produce and groceries.

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