Lara Active, a UAE-based modest activewear brand, is taking a stand against the hijab ban at the Paris 2024 Olympics with an innovative Augmented Reality (AR) activation developed by Tactical, a creative and innovation agency.
In response to the decision by the French Sports Minister, Lara Active teamed up with Tactical to launch an AR lens that reimagines Marianne, the symbol of French liberty and the emblem of the Paris 2024 Games, replacing her traditional Phrygian cap with a hijab.
“We believe that all women, regardless of their religious beliefs, should have the right to participate in sports and feel comfortable doing so,” says Lara Active founder Lara Fawzy, adgully.me.
“This AR activation is our way of using technology to ignite a conversation about the importance of freedom of expression and freedom of movement, particularly for the female athletes who choose to wear the hijab.”
By scanning the monument at Place de la République, the AR lens reveals Marianne wearing a hijab, underscoring the cultural significance of the headscarf and advocating for freedom of expression.
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Users can also see themselves wearing the ‘phryjab’ through their front cameras and share their support on social media with the statement: “I champion the hijab in sports | #SportAHijab #Phryjab.”
“We’re incredibly proud to contribute to a campaign that champions women’s fundamental right to self-expression,” says Tactical CEO Mike Khouri.
“Using the powerful expression of AR, our aim is to help visualize a world where every woman, including female athletes who choose to wear the hijab, can freely express their identity without fear or restriction.
“By engaging with a cultural moment like the Paris 2024 Olympics, we hope to raise awareness and spark authentic discussion around the true spirit of freedom, equality, and fraternity for all.”