Time Magazine is under fire for listing Nike's pro hijab as one of the best 25 inventions of 2017.
The backlash began after a tweet announcing the news went viral, leading many Muslim tweeps to hit back.
Many are angered by the fact that the garment, which has existed for years, is being branded a Nike "invention."
The tweet and feature are causing quite the stir...
Nike announced the pro hijab as part of a sportswear collection that caters to modest and hijab-wearing women.
The initiative falls in line with the brand's efforts to promote diversity and inclusion.
At the time of its release, the brand issued a statement, saying:
"The Nike Pro Hijab may have been more than a year in the making, but its impetus can be traced much further back, to an ongoing cultural shift that has seen more women than ever embracing sport."