You know that moment when you’re halfway through a run, heart pounding, legs burning, and suddenly—your hijab slips. Again. You fumble to adjust it, losing rhythm, breath, and confidence. For Muslim women in Nigeria, this isn’t just a minor inconvenience—it’s a barrier to freedom.
Enter Noora Active, Nigeria’s first athleisure hijab brand, born from one woman’s frustration and fueled by a mission: Let us run. Founded by Amina Yusuf, a marathon runner and Lagos native, Noora Active isn’t just selling hijabs. It’s dismantling the idea that modesty and athleticism can’t coexist. “I refused to choose between my faith and my passion,” says Amina. “So I stitched the solution myself.”
The Rise of Modest Activewear
Let’s talk numbers: the global modest fashion industry is worth $295 billion—and growing. Muslim women are sprinting, lifting, and flowing through yoga poses worldwide, demanding gear that respects their values and their sweat. But in Nigeria? Crickets. While brands in Dubai and London cater to this niche, African women have been left tugging at generic scarves that slip, suffocate, or sag under humidity.
Noora Active changes the script. Amina’s team spent two years testing fabrics in Lagos’ sweltering heat, collaborating with female athletes who echoed one plea: “We need to breathe.” The result? Hijabs crafted from NanoCool+, a proprietary fabric that wicks sweat, blocks UV rays, and—crucially—stays put. “This isn’t just sportswear,” Amina insists. “It’s armor for the woman who refuses to shrink herself.”
Spotlight on the Brand
Amina’s story isn’t just relatable—it’s revolutionary. Picture this: a Lagos marathon in 2022. Amina, mid-race, her scarf unraveling like a poorly wrapped gift. She finished the race, but the humiliation lingered. “I thought, Why should we apologize for taking up space?” That fire birthed Noora Active.
The brand’s hero product, The StealthWrap, isn’t just a hijab. It’s a rebellion. The secret? Tiny silicone dots along the inner edge—Amina calls them “grip guardians”—that cling to your hair like a loyal friend. No pins, no tugging. And the fabric? NanoCool+ feels like a breeze on skin, even when Lagos humidity hits 90%. “We tested it during Harmattan dust storms and rainy season downpours,” says Amina. “If it survives Lagos, it survives anything.”
But here’s what truly sets Noora apart: It’s unapologetically Nigerian. The prints? Inspired by Ankara wax fabrics and the indigo hues of the Niger Delta. The models? Curvy college students and hijabi bodybuilders from Kano. “International brands talk about ‘diversity,’ but they don’t know our streets,” Amina says. “We’re not a trend. We’re a tribe.”
Why This Brand Stands Out
Let’s cut through the noise. You’ve tried the “sport hijabs” from global brands. The ones that cost ₦25,000, slip off during burpees, or arrive with a shipping fee that doubles the price. Noora’s answer? “Be bold or go home.”
The StealthWrap retails for ₦8,500—roughly the price of two lattes at a Lagos café. Compare that to the ₦18,000 you’d drop on a similar hijab from a Dubai-based brand. But affordability isn’t the only win. Noora’s designs are cut for African bodies. “Western brands assume one size fits all,” says Fatima, a volleyball player in Abuja. “Noora’s XL actually accommodates my voluminous twists without squeezing my skull.”
And let’s talk heat. Most “breathable” hijabs fail under the West African sun. Noora’s UV40+ fabric blocks 98% of rays, a non-negotiable for women training outdoors. “I wore mine during a noon 10K,” says Aisha, a runner in Sokoto. “Zero sweat stains. Zero slippage. Just me, my legs, and the road.”
Testimonials & Social Proof
Let’s get real—you don’t trust a brand until you’ve seen it survive real life. Take Aisha, a teacher and marathoner in Lagos: “I’ve had hijabs tear mid-sprint. Noora’s StealthWrap? I’ve washed it 20 times. Still grips like Day 1.” Or @HijabiGymQueen, a fitness influencer with 50K followers: “I wore mine during a 2-hour HIIT session. Not one adjustment. My DMs blew up asking, ‘Where’d you get that?!’”
Even media is leaning in. Salam Africa called Noora “a game-changer for African Muslim athletes,” while the Nigerian Women in Sport podcast dubbed Amina “the Beyoncé of modest activewear.” But the real stamp of approval? The 87% repeat customer rate. “We don’t do ‘viral,’” Amina laughs. “We do trust.”
Community Impact
Here’s the heartbeat of Noora: it’s not just selling hijabs—it’s building legacies. Last Ramadan, they gifted 500 StealthWraps to girls in rural Kaduna who walked miles to school. “They’d use old scarves that frayed in the sun,” Amina recalls. “Now they run. Actually run.”
The brand sponsors three all-female running clubs in Kano, where teens train for their first 5K. “Before Noora, parents worried about ‘modesty’ during practice,” says coach Habiba. “Now? They beg me to sign their daughters up.” And that tagline—“Your modesty is your strength”—isn’t just a slogan. It’s plastered on murals in Abuja, shouted at finish lines, stitched into every hijab.
Amina’s vision? “I want a world where a girl in hijab isn’t ‘brave’ for running—she’s unstoppable.”
Let’s be clear: Noora Active isn’t just a brand. It’s a declaration. A middle finger to anyone who whispers, “You can’t.” Every StealthWrap sold is proof that Muslim women refuse to be sidelined—in sports, in fashion, in life.
Amina’s next move? She’s tight-lipped but grins: “Imagine hijabs for surfers. Or modest swimwear that doesn’t sacrifice style for coverage.” For now, though, her focus is razor-sharp: Get these hijabs on every Muslim runner in Nigeria.
Your turn.
Ready to run without compromise? Grab a StealthWrap. Join the thousands rewriting the rules—one stride, one breath, one unapologetic heartbeat at a time.
Ruth Aafa
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