Decathlon had aimed to follow the lead of other brands like Uniqlo, H&M and Nike and surf the wave of 'Islamic fashion'. It planned a French release of it running hijab for Muslim women who wanted to exercise while concealing their hair and neck. The 'Kalenji' hijab is available for sale at Decathlon outlets in countries such as Morocco.
On Tuesday, February 26, the brand declared it aimed to sell the sports hijab in France and then faced vitriolic reactions from the political sphere, on social networks and from customers. Decathlon says it received "more than 500 emails and calls" in the morning, and the brand abandoned its plans a few hours later.
"We are taking the decision this Tuesday evening not to market this product in France at this time," said Decathlon United's external communications manager, Xavier Rivoireon on French radio station RTL on Tuesday evening.
Blogger raises alarm
The blogger Al-Kanz, which monitors the Muslim consumer market in France and around the world, noticed on Decathlon France website, on February 21, that the 'Kalenji' sporting hijab product was available for purchase. The product is described as "breathable" and "designed for the runner who wants to cover her head and neck during a race."
Al-Kanz contacted the French brand, which explained that this product, already marketed in Morocco, was not yet available in France.
Indignation on social networks
After a few days, Twitter's French political sphere remained indignant about the decision to market the product in France. Some even called for a boycott of the brand, as in the case of Lydia Guirous, a spokesman for centre-right French political party Les Républicains, who, in a February 24 tweet said that she believed Decathlon "renounces the values of our civilization on the altar of the market and community marketing."
The League of International Women's Law and the Secular Committee of the Republic also reacted strongly on Twitter, posting a statement that accused Decathlon of promoting "sexual apartheid".
Decathlon changes course
French newspaper Le Figaro contacted Decathlon on February 25th. Xavier Rivoire, head of external communication for Decathlon United said that this the appearance of the hijab for sale on the French Decathlon website was a "mistake" and that its sale is currently not planned for French territory.
He also defended Decathlon explaining that the hijab Kalenji was created for the needs of Moroccan runners.
"Whenever we are solicited by local athletes, in Jakarta, Montreal or Tunis, we will have the same answer, in proposing an international offering and complementary local products."
In addition, the sporting brand responded to Lydia Guirous on Twitter.
Rising political reactions
French politicians have also become involved in the debate across France, weighing in on the ongoing debate over the public wearing of religious garments such as the hijab.
Agnès Buzyn, Minister of Health, told radio station RTL, "It's a vision of women that I do not share. As a woman, that's how I saw it. Anything that leads to such a differentiation frustrates me. I would hope that a French brand does not promote the veil.
"Personally, I do not want to promote differentiation between women and men."
On the France 2 television station, Nicolas Dupont-Aignan, the president of political party Debout France, said he would not want his two daughters to live in a country where the place of women is comparable to that of women in Saudi Arabia, and called for a boycott of Decathlon.
Decathlon's support for the sports hijab
Prior to its decision to pull the product from the French market, Decathlon had announced its plans to sell the piece in France and abroad.
"This accessory originally developed and marketed in Morocco, at the request of local runners will be made available in stores in France and all over the world," said Xavier Rivoire before the plans were reversed.
Threat from customers and internet users
After this announcement, Decathlon said on Twitter it received "a wave of insults and unprecedented threats" in its customer service teams, and deplored the reactions, which even verged into physical confrontations in Decathlon stores.
The hijab will not be sold in France
Decathlon has now abandoned marketing the product on the French territory. On RTL, Xavier Rivoire declared "We are making a decision in all respects, on this Tuesday evening, not to market at the time that it is this product in France", citing internal debates and the safety of staff for the reversal.
SBS French is seeking clarification from Decathlon Australia on whether the Kalenji sports hijab will be sold in Australian stores.
