Why the Toronto Raptors Are Selling Co-Branded Hijabs With Nike

Inspired by a Muslim women’s basketball program in Drake’s hometown, the Toronto Raptors are selling Nike hijabs branded with the team’s logo.

Why it matters: The Raptors say they are the first NBA team to license a hijab. Jerry Ferguson, the senior marketing director of Raptors owner Maple Leaf Sports and Entertainment, said it’s part of an effort to make team gear more inclusive.

Reactions are divided. Fans said the launch breaks down barriers, but online critics called the hijabs oppressive toward women.

Controversy aside, retail’s getting comfortable covering up

The Toronto Raptors are the latest brand to catch on to the growing opportunity in apparel for women who observe Muslim traditions.

• Banana Republic started selling hijabs in July.
• Macy’s launched a modest clothing collection that includes hijabs in early 2018.
• Nike released its first hijab dedicated to Muslim athletes in 2017.
• American Eagle began selling denim hijabs the same year.

The takeaway: As retail grows into new markets, product expansions that once sounded controversial may end up becoming common practice.