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.
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So I’ve had a difficult couple of days. Anxiety, body pain, lack of sleep, fatigue all combining together into an annoying wee ball. So today I tried to zone out. I listened to the Calm app and did some yoga and stretching. The gym can be a pretty scary place for a lot of people, but honestly I didn’t even have the patience to let it get to me today. I did what I needed to do, focused my mind and didn’t give a shit what anybody else thought of me. Do what you need to do to make yourself feel better ⭐️ Wearing the @nike Luxe One Leggings + sports top *Gifted for a collaboration with Nike and @veryuk #nike #nikewomen #mentalhealth #yoga @nikewomen
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.
Y’all really raging over a plus-sized Nike model? You wanna scoff at people of any size who want to better their life!? How’s a girl supposed to feel comfortable enough to GO to a gym when none of your damn skinny mini gym shark shit FITS!?
— 𝐬𝐡𝐚𝐫𝐤𝐞𝐲🍀 (@snarky_sharkey) June 9, 2019
I think it’s super dope that @Nike did this plus size mannequin, people of all shape and sizes do need to be represented in these stores that they shop, from another perspective it will be a huge confidence booster for many young females/female athletes Great job #NIKE
— NEG BAB LA 🇭🇹 (@CLIFFORDSPARKS) June 9, 2019
— Leah Bayliss (@leahonhearts) June 6, 2019
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.
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Emma Rosemurgey is an NCTJ trained Journalist at UNILAD. She graduated from the University of Central Lancashire in Preston and started her career in regional newspapers before joining the LADbible Group team in 2017.