Recognizing that we couldn’t compete with the massive marketing budgets of our competitors, we adopted a scrappy, grassroots mentality to execute something special. Working tightly with the Haute Hijab team, we captured the core values the brand was looking to express while honing in on their unique advantages: community, authentic advocacy, and the ability to mobilize an engaged base. With COVID-19 being an ever-present force looking to divide humanity, we rallied Haute Hijab’s purpose to be the force of connection and trust. While the competition had a one-size-fits-all solution for sports hijabs, we leaned into Haute Hijab’s varied sizes and styles to separate them from the pack. And with sports living at the heart of this campaign, we crafted the campaign theme, Can’t Ban Us to rally their community against the disqualifications and bans Muslim women face in the US professional sports community.