Developed with the input of Muslim athletes, Nike's sporting hijab launched last week, to fanfare from some, complaints from others – and a rather relateable cheeky whinge from Twitter influencer Hend Amry, who lamented she'd been 'successfully using hijab as an excuse to avoid running for years'. 

The sportswear giant seems to be earning criticism for getting attention – as some smaller businesses had been producing sports hijabs before now, with less fanfare. Nike's huge global platform means that its efforts to kit out Muslim athletes are instantly amplified. No real proof yet of whether the women of the Muslim world will actually purchase the product (one Twitter commenter asked herself, 'But is it cute enough?') – still, any company seeking to end the tyranny of the overheating head and celebrating the achievements of female Muslim athletes has to be acknowledged for having its thoughts in the right place.