As Muslims in this country continue to face increased scrutiny, and the policing of women’s wardrobes is still somehow a thing, the world’s most valuable sportswear brand is putting profit before prejudice. On Monday, Nike released a statement announcing that the company will be launching a new performance hijab for female Muslim athletes.

The announcement follows the February release of a promo video titled, “What will they say about you?”

In the campaign, the sportswear company celebrates the achievements of Middle Eastern female athletes, while challenging stereotypes attached to women in the region.

The concept for the athletic hijab came after female Olympic weightlifter, Amna Al Haddad, visited Nike’s global headquarters in Oregon. The Emirati athlete revealed that she only had one hijab that worked for her, and that she had to wash it (in the sink by hand) each night during a competition. “The Nike Pro Hijab was designed as a direct result of our athletes telling us they needed this product to perform better, and we hope that it will help athletes around the world do just that,” Global Nike Spokeswoman, Megan Saalfeld, told Al Arabiya English.

The Nike Pro Hijab is set to release in Spring 2018.

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