For decades, the definition of who can be a model and athlete have been quite limited, and now Nike aims to combat that with its recent introductions. The redeveloped women’s floor re-opened on Wednesday after months of renovations and now sells "extended offerings of plus-sizes" along with its usual line-up of football kits, sportswear apparel and sneakers.
On the new move Nike shard in a press release, "To celebrate the diversity and inclusivity of sport, the space will not just celebrate local elite and grassroot athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space." NikeTown is the first Swoosh location to feature plus-size and para-sports mannequins, with more stores to come in the near future.
Sarah Hannah, Nike’s general manager and vice president for women in Europe, the Middle East and Africa added, "With the incredible momentum in women’s sport right now, the redesigned space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete."
Nike is the latest in a line-up that includes Old Navy, Nordstrom and Debenhams to add size-inclusive mannequins to its displays. Check out the photo above and if you are in town, head over to NikeTown London in person.
236 Oxford St.
London, W1C 1DE
In more Swoosh-related news, Nike officially unveiled the Air Max 270 React.