NIKE is foraying into maternity-wear with the launch of its first collection later this month.
The dedicated maternity collection, Nike (M), supports women during all stages of pregnancy and beyond.
Nike said the collection has been created by combing through pregnancy data findings with analytics from more than 150,000 comparison scans of non-pregnant women against those of pregnant women. Throughout the design process, designers also gathered detailed feedback on fit, feel and function from nearly 30 female athletes who were pregnant or postpartum.
“The more we listened to expecting mothers and postpartum mothers, the more we learned, reworked and innovated through inclusive design,” says Carmen Zolman, Nike senior design director for apparel innovation. “It’s the project of a lifetime to work in lockstep with all kinds of mothers to bring to life a capsule that truly supports women’s relationship with sport during such a transformative time in their lives.
“There are so many reasons that make sticking to sport difficult through pregnancy and motherhood, but we see this chapter as anything but a stopgap in a woman’s journey through sport.”
With the introduction of the Nike (M) Collection, a four-piece essentials capsule consisting of the Nike (M) Pullover, the Nike (M) Swoosh Bra, the Nike (M) Tank and Nike One (M) Tight, Nike says it employs universal design philosophy to help play a role for moms as their relationship with their bodies and sport simultaneously change.
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The Nike (M) collection launches 17 September in North America, Europe and Africa on nike.com.