Hikers Against Hatred

Agency: The Romans
Client: Adidas x Wiggle

A group of Muslim hikers came in for some terrible racist abuse while out walking in the countryside. We were outraged. And so during Ramadan 2023 we partnered with them to signpost the direction of Mecca along National Trust walks to show that our countryside is everyone’s countryside. We even released the world’s first all-weather prayer mat. It sparked a national debate around our shared national communal spaces.