Although Nike claims to have supported female athletes for decades and recently introduced the Nike Pro Hijab and plus sizes collection for women, it also has announced a number of measures to improve its women’s sneakers.
The first of these actions regards sizing options. So far, special unisex collaborations were not available in all sizes and that meant that many women’s sizes were unavailable. From now on, Nike intends on collaborations having a wider size scale and from this fall on, available sizes of all vintage sneakers will expand.
Nike Unlaced is another concept in the line with the greater project to include women in the sneaker world. It affects stores online and worldwide and introduces a new retail plan to create a space where women feel welcome and as the preferred customer. For example, a special treatment with personal stylists is supposed to make sure the Nike Unlaced customer feels appreciated. The project is planned to launch online this month and in stores this summer. As a role model, the collaboration of Nike and Nordstrom curated by Olivia Kim shows the potential of Nike Unlaced. In select flagship stores in the United States, Nordstrom created a special womenswear area for limited-edition products and curated collections by Nike.
Nike also wants to turn up the volume of the female voice within the company. Therefore, it recently unveiled the 1 Reimagined collection where a group of all-female designers reworked Nike classics into women-only editions.