Free Webinar | AI x New Consumer Expectations

Webinar-Breaking-News-Icon-1
Join us on

15 or 16 May 2024

Sign up now

UK retailer Sports Direct releases Ramadan podcast for runners

To encourage Muslims to keep training while fasting, Sports Direct has produced a podcast about running during the month of Ramadan. Last year, a survey of 18 to 35-year-old Muslims — commissioned by the sporting goods retailer — revealed that over 80% of respondents were concerned about exercising safely during Ramadan, with 29% stating they lacked information on how to train safely.

The new podcast aims to offer support and encouragement in four weekly episodes. Guests from the British Muslim community — athletes, a sports journalist and an actor — speak about their own experiences and offer tips and advice for working out safely during Ramadan. They talk about faith, about laying off high-intensity training, about discipline and mindset as commonalities between fasting and sports, about lacing up after the sun sets.

Fast Enough: Ramadan Running is hosted by taekwondo athlete Lutalo Muhammad and the final episode comes out on 25 April 2022.

TREND BITE

Promoting equality and inclusivity — in sports and elsewhere — means embracing people's entire lived experiences. In the run-up to next year's holy month, time to think about how your brand can show empathy and support for your Muslim audience?

Related: In honor of Ramadan, meals don't appear on Tesco billboards until after sunset