Lara Active Champions Hijab Rights With Thought-Provoking AR Activation at Paris 2024 Olympics

Dubai, UAE – Lara Active, a UAE based brand specialising in stylish modest activewear, is sparking a critical conversation about the hijab ban at the Paris 2024 Olympics through a groundbreaking Augmented Reality (AR) activation.

In September 2023, the French Sports Minister declared that French athletes taking part in the upcoming 2024 Paris Olympic Games would not be allowed to wear the hijab. A decision that is seen by many as infringing on freedom of expression. In response, Lara Active partnered with creative and innovation agency Tactical, to create an AR lens that reimagines a French symbol of liberty: Marianne, the national allegory of France.

Marianne, who also serves as the emblem for the Paris 2024 Games, is often depicted wearing a Phrygian cap, a powerful representation of freedom and liberty. Interestingly, the mascots for the Games are also inspired by this very cap. In collaboration with Tactical, Lara Active, has transformed the cap into a hijab through an AR lens, highlighting the similarities between them to raise awareness about a woman’s right to wear a hijab in sports.

“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 Fawzy, founder of Lara Active and a Muay Thai athlete herself. “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.”

“We’re incredibly proud to contribute to a campaign that champions women’s fundamental right to self-expression,” says Mike Khouri, CEO of Tactical. “Using the powerful expression of AR, our aim is to help visualise a world where every woman, including female athletes who choose to wear the hijab, can freely express their identity without fear or restriction. By jumping on 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.”

The AR lens activates when users scan the iconic monument of Marianne at Place de la République with their smartphones, revealing a powerful image of Marianne wearing a hijab. This AR experience invites viewers to consider the cultural significance of various headwear in France, challenging perceptions and exploring the concept of freedom of expression across cultures. The front camera allows users to see themselves wearing the ‘phryjab’ through the AR lens enabling them to share their support on social media to spread awareness along with the statement: “I champion the hijab in sports | #SportAHijab #Phryjab.”

Click here to watch the campaign video in full