The world’s Muslim population counts about 2 billion, and from the marketing perspective, these customers are sensitive to products and communication tools that comply with their religious beliefs. Even though the global Halal market, formed to serve the needs of hard-line Muslims, is often discussed in terms of food, it also includes a variety of other product categories such as clothing, travel, and finance. Observant women are also covered by Halal marketing as the target audience, and their unique needs, originating from the necessity of wearing the hijab, are addressed by international businesses. For instance, one of the challenges Muslim women face is the incompatibility of classical Western sports clothing with their religious principles, although many of them are eager to lead an active lifestyle and keep fit. From the perspective of Islam, most sports suits offered in the market are not actually decent, as they are excessively tight and open (Bullock, 2002, p.135). As a result, religious women are forced to wear their everyday clothing for exercise and swimming, yet it is not convenient for physical activity (Bullock, 2002, p.138). Another problem which most fashion-conscious women of Muslim background find important is the lack of fashionable and elegant clothing which would conform to the religious principles of modesty (length, color, and material). In addition, the hijab, a headscarf or veil, should serve as an integral aspect of Muslim fashion: “The hijab, as most people know by now, has become emblematic of an ideological and political movement that promotes a puritanical interpretation of Islamic law, or Sharia. In this interpretation, it is “Haram”, or illegal, for a woman to reveal her arms, legs, or any bodily curves” (Sriramesh & Vercic, 2009, p. 285). In order to meet the need for healthy and convenient sportswear, designers from Nike, a global producer of professional and ergonomic clothing and shoes for active lifestyle and sports, created sports uniforms in a hijab fashion (2007). These sports suits are mostly loose and composed of a long top reaching the woman’s hips or knees, a hood, attached to the top, and trousers that cover the whole leg except for the feet (World Bank, 2004, p.94). Furthermore, Australian company Ahiida also launched new Sharia swimsuits, the Burkini and the Bodykini (2006-2007), both of which are high-necked costumes with sleeves, made of polyester, nylon, and lycra, which do not absorb water. Moreover, the swimming suit is quite loose and does not cling to the body after the woman has bathed and thus does not reveal her feminine body, so the consumers of this product feel “covered” in any situation. It is also important to note the dramatically growing fashion industry for Muslim women; European, Middle Eastern, and North American companies have been equally contributing to this growth since 2001-2003. In particular, such luxury brands as Hermes, Yves Saint-Loraine, Jean-Paul Gaultier, Christian Dior as well as less popular Middle Eastern companies (e.g. Carina, Arabesque) each season offer collections for conservative Muslim women, which include silk and cotton gowns, short dresses with black trousers and jeans, embellished with ribbons and pearls, combined with silk hijabs in muted colors. Moreover, according to the Carina marketing