Culturally sensitive clothing opens the world of sports to Muslim women and young girls. The idea involves a range of head accessories that can keep Muslim girls involved in physical activity by providing an alternative to the traditional hijab. Very cool!
Implications - Multiculturalism is a concept that has gone from unacceptable, to tolerated, and most recently, embraced by society. Companies and ad agencies alike recognize the mix of ethnicities found in the North American consumer demographic, and are thus adjusting their products and strategies to suit an array of different tastes, cultures and traditions. Essentially, adapting ethnicity is a necessity for companies looking to remain prevalent in years to come.