Nike has been praised for introducing plus sized and para-sport mannequins into its stores for the first time.
The sports brand unveiled the new women’s floor at its flagship Oxford Street store in London, and it’s all kinds of incredible.
The move is a huge step forward in achieving inclusivity as Nike attempts to pave the way for size 16s and above when comes to wearing active wear.
This isn’t the first power move Nike has made in accommodating plus sized customers, as the brand first launched its plus size range in February 2017, and has since worked with high profile plus-sized influencers like Chloe Elliott.
Steps like these seem like common sense to anyone in favour of promoting body positivity, but in a time when other brands are removing their plus-size ranges from stores, it’s more important than ever for brands like Nike to step forward and represent plus-sized people in the world of retail and sport.
The new women’s area is located in London’s NikeTown and has been made exclusively for female athletes, offering personalised services as well as clothes to suit various performances and lifestyles, including its full plus sized range.
Sarah Hannah, Nike’s GM/VP for Women in EMEA said of the range, as reported by Cosmopolitan:
With the incredible momentum in women’s sport right now, the re-designed space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete.
This is more than a shopping experience, it’s a destination to celebrate sport just in time for an incredible summer of football, netball, athletics and more.
Personally, I couldn’t agree with this sentiment any more. Let’s hope other brands follow suit because representation is more important than ever before.
If you have a story you want to tell send it to UNILAD via story@unilad.com
Emma Rosemurgey is an NCTJ trained Journalist who started her career by producing The Royal Rosemurgey newspaper in 2004, which kept her family up to date with the goings on of her sleepy north east village. She graduated from the University of Central Lancashire in Preston and started her career in regional newspapers before joining Tyla (formerly Pretty 52) in 2017, and progressing onto UNILAD in 2019.