US sporting goods giant Nike is initiating four new ways of thinking about sneakers for women – including a dedicated global digital and retail concept especially designed for female consumers.
“One thing that connects all women in sport is sneakers,” says the firm. “As a performance tool and lifestyle accessory, the sneaker is a transcendent symbol of athletic and stylistic identity. Certain styles can also reveal the wearer’s soul by expressing their ethos and beliefs – especially when these intertwine with sustainable builds and materials.”
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Expanded sizing
Nike will give women access to the most coveted Nike collaborations, including the next releases from Virgil Abloh x Nike The TEN. Unisex sizing on select classic Jordan styles and collaborative collections such as Virgil Abloh x Nike The TEN reduce the frustration of missing out due to size unavailability. Nike also plans to offer expanded sizes in the Nike Air Force 1 and Air Max lines.
Unique retail experiences
Nike Unlaced is the company’s new sneaker destination for women. A global digital and retail concept, iconic styles made with sustainable materials will be a mainstay, while a curated selection of sneakers, inclusive of expanded sizes, innovative performance styles and iconic collaborations, will form the backbone of the new initiative. Local Nike Unlaced product curations by influential creatives and stylists from New York, Paris, London, Shanghai are also in the works.
Exclusive services
Through Nike Unlaced, women will have access to a broad variety of colourways in performance footwear, including the Nike Epic React Flyknit running shoe, and thus wider styling options. Consumers can also request one-on-one appointments personal styling and VIP member experiences (including same-day delivery and exclusive hours).
New voices
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By GlobalDataIn recent years Nike has been pushing new female voices, propelled by curator-led retail partnerships and the 1 Reimagined project, Nike’s first collection of footwear designed entirely by a 14-strong female design collective. For its second round, The 1 Reimagined collection will be reworked.
