The new range, that launched in 2017, has been carefully integrated into its brand in a way where the focus is not to position them as extended sizes, but as an addition that was needed to coincide with the activewear evolution that has taken place in the last few years.
We all know that plus size stores are becoming extinct and the major brands that have expanded their size ranges still have tons of work to do in terms of giving more exposure to plus size store sections, including mannequins and in-store ads.
So imagine our excitement when we heard the latest news about Nike…
The activewear giant unveiled plus size and para-sport mannequins in its new women’s section at their London flagship store, NikeTown.
The third floor is dedicated to women of straight and plus sizes, as well as those para-athletes. We are here for ALL OF THIS. Kudos to Nike for integrating more body representation in-store!
With so many plus size women defying stereotypes on wellness and what bodies of all sizes can do, the need for activewear in this space has become crucial and a growing market.