Photo: Asma Elbadawi wearing adidas's first-ever full cover swimwear. Photo supplied by adidas.

Islamic Lifestyle

Adidas dives into modest sportswear with launch of swimming gear

Adidas has dropped its first-ever line of modest swimwear.

The sporting apparel giant's marketing narrative revolves around inclusion.

"At adidas we believe that nobody should be prevented from enjoying the benefits of being in and around the water," said senior product manager Sybille Baumann in a statement on Thursday (June 10).

The debut line is an 18-strong piece collection in three colourways with sizes from 2XS to 2XL.

The modest swimwear features press studs inside the top at hip height and along the outside of the fabric on the legs to connect the two and has an adjustable fit, said the company.

The new full cover swimsuit comes with an adjustable inner cap to prevent slippage while in the water. 

Sudanese-British spoken word poet and sport inclusivity activist Asma Elbadawi features in the marketing campaign alongside Lebanese, Dubai-based adidas ambassador and amputee athlete Dareen Barbar.

The new swimwear goes on sale online from today. Prices start at 99 dirhams ($27) and go up to 249 dirhams. 

Adidas follows major rival Nike in the modest swimwear segment. Nike launched its debut collection in December 2019.

Before the two global brands, the UK's Marks and Spencer's started selling modest swimwear in 2016, and smaller companies such as Splashgear and Ahiida were already producing "burkinis".

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Modest swimwear