French retailer Decathlon has backtracked on plans to sell a sportswear hijab after receiving what it described as "unprecedented insults and threats".

Key points: Politicians said the sportswear hijab contradicted France's secular values

Politicians said the sportswear hijab contradicted France's secular values The company initially defended the product, before suspending it to "guarantee the safety of our employees"

The company initially defended the product, before suspending it to "guarantee the safety of our employees" Tensions have long simmered over the place of Islamic veils in France

The hijab, which is designed for running and already retails in its Moroccan outlets, faced an immediate pushback from the public and politicians alike, who argued it contradicted France's secular values.

"My choice as a woman and a citizen will be to no longer trust a brand that breaks with our values," Health Minister Agnes Buzyn tweeted.

"Those who tolerate women in the public space only when they are hiding are not lovers of freedom."

The retailer initially doubled down on the promotion, taking to social media to argue its goal was to offer women "a suitable sports product, without judgement".

But less than 24 hours later, following "many internal debates, and to guarantee the safety of our employees in France", it axed the hijab.

"Our mission is to create … products at the fairest prices, anywhere in the world," it said in a statement on its website, adding that in light of the "violent controversy", it would be suspending the product's rollout.

The retailer initially defended the promotion on social media, but backtracked less than 24 hours later. ( Facebook: Decathlon )

On social media some lauded the company's "wise decision", while others lamented moves to "give in to the haters and racists of this country".

Sports retailer Nike has marketed a sportwear hijab in France since 2017.

Veils no stranger to controversy in France

The controversy is unsurprising in a country where tensions have long simmered over the place of Islamic veils.

In fact, the company itself admitted it had suspected the product's rollout would make people "react".

France was the first European country to blatantly ban the burka and niqab in public places when, in 2011, it was made illegal for women to leave their homes wearing a face covering.

Not only are there fines for wearing the veil, but anyone who forces a woman to wear one can be fined about $43,000 or be jailed.

In 2016, coastal French towns banned the body-covering burkini swimwear — a move that was defended by the French Government.

Sisco on the island of Corsica, and the Rivera towns of Cannes and Villeneuve-Loubet implemented the ban in the aim to "protect the population" after several clashes between Muslims and non-Muslims.

However, France's highest administrative court suspended the bans, saying they constituted a "serious and clearly illegal violation of fundamental freedoms".

In 2011, France made it illegal for women to leave their homes wearing a face covering. ( Reuters: Gonzalo Fuentes )

The nearby town of Nice then implemented its own ban, following the July 14 terror attack on the city that gained worldwide attention.

The ban was eventually suspended for defying the ruling by the country's top court.