Barbie identified a new Shero, Ibtihaj Muhammad, because she embraced what made her stand out. Selecting Muhammad was a purposeful decision to further the cultural conversation around beauty and what it looks like in this modern world.

As the first American Olympian to compete while wearing a hijab, Muhammad is an inspiration for countless little girls who never saw themselves represented in sports and culture. One of TIME’s 100 Most Influential People of 2016, Muhammad is also an author, designer and entrepreneur. She recently launched Louella, a vibrant yet conservative clothing line.

Mattel’s decision to honor Muhammad with a one-of-a-kind Barbie meant creating its first doll in 58 years to wear a hijab—another ground-breaking milestone—as it continues to evolve the diversity of its line to be even more reflective of the changing face of beauty.

We enlisted Muhammad to play an integral role in the design of her Shero. Together with the Mattel Design Center she customized the doll’s athletic build, attire/equipment and even her signature “cat eye” makeup.

On November 13, 2017, Muhammad attended the WOTY Summit to be honored as a Shero and presented with her one-of-a-kind doll by past Shero recipient, Ashley Graham, model and activist. The two trailblazing women shared an inspiring on-stage moment.

The Glamour sponsorship/Summit fueled massive media coverage.

Glamour.com published an exclusive article with special behind-the-scenes video content chronicling Muhammad’s visit to the Mattel Design Center and the creation of her Barbie.

Next, pre-planned/embargoed stories featuring interviews with Muhammad appeared in the Associated Press, Billboard, ESPNW, HuffPost, The New Yorker, SHAPE and PEOPLE.

The team then conducted broad outreach to key media verticals (e.g., lifestyle/sports/trade/etc.) and leveraged assets from Glamour and the Summit.

• 600+ stories and 1.62 billion+ impressions in the U.S.

• 1 billion+ impressions in the Middle East

• Media coverage was overwhelming positive

• 86% mentioned Barbie’s Sheroes program and 63% included diversity messages

• During launch week, we generated more than 90K social impressions

• Notable celebrities praised Barbie for its decision to honor Muhammad: Chelsea Clinton, Kerry Washington, Ellen DeGeneres, Miley Cyrus, Jessica Chastain and more.

• Included in “2017 Best of” lists by the Washington Post and Cosmopolitan

• Oxford Dictionaries added “Shero” to its definitions

• Most importantly, Mattel will be mass-producing its one-of-a-kind Ibtihaj Muhammad doll in 2018