Have modest sportswear companies profited from the Rio Olympics?

Photo: 100 meter sprinter Kariman Abuljadayel (KSA) of Saudi Arabia prepares for her event. REUTERS/Gonzalo Fuentes

There has been unprecedented mainstream media attention on Muslim female Olympians competing in modest sportswear. Has this translated into a boom in sales for the suppliers?

We received mixed responses from six modest sportswear companies.

Photo: 2016 Rio Olympics - Beach Volleyball - Women's Preliminary - Beach Volleyball Arena - Rio de Janeiro, Brazil, 09/08/2016. Doaa Elghobashy (EGY) of Egypt reacts / REUTERS/RICARDO MORAES

 UK-based Shorso said it has seen an increase of 40 to 60 percent in its sales, according to its Regional Commercial Director, Jessica Robinson.

“Olympics and Eid are a busy time for us,” she told Salaam Gateway. 

Botswana-based Friniggi said its sales have gone up by 10 to 15 percent.

Both companies revealed they leverage seasonal events, such as the Olympics, to boost sales although Friniggi admitted it did not engage as much to push sales and marketing this year.

“Despite this, there was an increase in sales just before the Olympics and during the Games,” said its Creative and Commercial Director, Fatima Fakier.

U.S.-based Alsharifa.com said it has seen an uptick in sales but it is unable to attribute this to the Olympics.

“The Olympics timing coincides with swimsuits sales seasonal up cycle.  The uptick may be due to seasonal demand only, and independent of the Rio event,” a company representative told Salaam Gateway.

“We do not survey customers if their sales decision was influenced by the Olympics or not. So no correlation can be established,” she added.

Three companies said the Olympics have not moved sales: Australian modest swimwear brand Ahiida, the Netherland’s Capsters, and USA’s Veil.  

Photo: LONDON, UNITED KINGDOM - JANUARY 28, 2013: U.S. Fencing's Ibtihaj Muhammad demonstrates her fencing jacket. Photo taken at Sarah Bonnell School in Stratford, East London / U.S. Embassy London / CC BY-ND 2.0. Ibtihaj won a bronze medal in fencing. 

Photo: 2016 Rio Olympics - Weightlifting - Final - Women's 69kg - Riocentro - Pavilion 2 - Rio de Janeiro, Brazil - 10/08/2016. Sara Ahmed (EGY) of Egypt poses with her medal / REUTERS/STOYAN NENOV

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