Nike just gets it. For many women who don't fit the standard size 0 that is often represented in advertisements and on store mannequins at most sporting retailers, it can be frustrating to shop for athletic wear. Nike seems to have acknowledged that frustration and recently showed that women of all shapes and sizes and abilities wear their products and therefore should be equally represented in their stores.
As of last week, Nike's flagship store, NikeTown London debuted new mannequins that not only featured curvy body types but also para-sport mannequins as well. The store will also feature "extended offerings of plus-sizes," so athletes of all sizes can look and feel great while being active.
“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,” Nike said in a press release.
This isn't the first time Nike has shown its commitment to women of all sizes in its product offerings. It's been two years since the athletic retailer offered a plus-size product line for women ranging from sizes 1Xto 3X, something that has been sorely missing in the athletic wear space.
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“Any dream is possible. If you just want this crazy dream to happen, you just have to put the work in." ⠀ You know what some people consider a crazy dream? A body positive world. One that's full of confidence. A world that’s dripping in self-love. ⠀ But that’s the "crazy” world that Montgomery’s Honeybeez are fighting for. #justdoit
"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," said Sarah Hannah, Nike’s GM/VP for Women in EMEA. "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."
Women on social media are definitely voicing their opinions about Nike's new plus-sized mannequins, applauding the company for finally being reflective of every woman. Many are thanking the company for acknowledging them and wondering why it's taken so long for plus-size mannequins to be featured in stores.
Dear Nike: Thanks for the curvy girl mannequins! Let’s see if the people can handle these curves!— Tracey Valenzuela (@lvzVUR1) June 7, 2019
From: A big-hearted girl with hips to match, who would rather eat pizza 🍕than be a size 0. #curvalicious pic.twitter.com/FT3eb81NX6
Nike isn't the first store to feature plus-size mannequins. The athletic retailer is following in the footsteps of family fashion retailers Old Navy and Nordstrom who both have featured plus-size mannequins in their stores, finally not only selling fashions that fit most women but marketing their fashions to them as well.
Hopefully, more retailers will follow suit and realize that athletes come in all shapes, sizes, and abilities and begin to create products representative of everyone.