Adidas found itself at the center of a controversy on social media after users pointed out that the Argentine online store of the multinational company uses models with hijabs, the traditional veil worn by Muslim women, to promote various garments sold in a country with a Catholic tradition.
One of the images that began circulating corresponds to the Essentials CLIMAWARM Insulated Bomber Jackets with the 3 Stripes, a product for women that Adidas Argentina currently offers for $169,999. The existence of the garment and its campaign can be verified directly on the official website of the company.
Adidas promotes Islam in Argentina
In the circulated photographs, the model is seen wearing a white hijab along with the company's clothing. This choice generated questions among users who believe that the company is deliberately incorporating symbols of Islam into its commercial communication aimed at the Argentine market, in search of its normalization.
The debate takes on a particular dimension as it concerns a country whose religious tradition remains predominantly Christian. The Second National Survey on Religious Beliefs and Attitudes by CEIL-CONICET, conducted in 2019, recorded a 62.9% of Catholics and 15.3% of Evangelicals, while only 1.2% was grouped under the category of other religions.
The multinational had previously incorporated garments specifically designed for women victims of Islam, including their so-called swim hijab, which also sparked discussions about diversity, religion, and marketing in other markets.
A growing presence of Islam in Argentina
The controversy also arises after a series of episodes that reflect a greater institutional and cultural visibility of Islamic organizations in various parts of Argentina, seeking the normalization of the religion and its expansion on Argentine soil.
In October 2025, for example, the first mosque in Olavarría was inaugurated during a visit by Mawlana Shaykh Muhammad Adil Efendi, international leader of the Naqshbandi Sufi order. The local community then stated that it had maintained a presence in the city since 2010.
Alerts due to the expansion of Islamism: new mosque in Olavarría
The same religious leader toured El Bolsón during that trip and received nothing less than the Key to the City from municipal authorities. The Municipality presented the recognition as an expression of “respect, diversity, and interreligious dialogue.”
Derecha Diario had already warned about both episodes and about the progressive expansion of Islamic organizations into towns far from major urban centers. In the case of Olavarría, questions were raised about the international financing of these structures and the ties maintained with foreign organizations.
El Bolsón presented the Key to the City to Muslim leader Mawlana Muhammad Adil
Now the discussion goes beyond temples or the recognitions from leftist governments and also reaches the business realm through one of the world's leading sports multinationals, which decided to openly incorporate the hijab into the images with which it markets products to Argentine consumers.
