Nike has recently announced that it will expand its Women’s clothing line to include plus sizes, in hopes to promote a brand that is all-inclusive. The collection will include sports bras, athletic running pants and tops, leggings and other athleisure attire that women of all body types should enjoy. Because it is a new launch, not all plus-size body proportions will be available, but it is a start in that direction. Once Nike sees what their sales projections are, the athletics giant could then assess what other sizes would be beneficial to add to the plus size line. The brand’s ultimate goal is to accommodate all body sizes and proportions.
While this is an excellent step towards product diversity, some consumers wonder what took them so long. After all, active and athletic women do come in a variety of shapes and sizes. A rep from Nike stated that “Nike recognizes that women are stronger, bolder and more outspoken than ever. In today’s world, sport is no longer something that she does, it’s who she is. The days where we have to add ‘female’ before ‘athlete’ are over. She is an athlete, period. And having helped fuel this cultural shift, we celebrate these athletes’ diversity, from ethnicity to body shape.” Also, it is exciting to note that Nike has featured plus-sized models in their ad campaigns, so women could get a glimpse of what the line looks like, and how relatable it is to the plus-sized consumer. The collection is now available online.
By Davita Collins