Nike Launches Concept To Promote Women In Sneaker Culture

Nike Launches Concept To Promote Women In Sneaker Culture
Delivery & Logistics

A footwear concept called Unlaced includes extended sizing and retail experiences, and aims to increase the representation of women in sneaker culture

Anna Johansson
  • 6 march 2018

The sneaker market is huge—an estimated $55 billion, according to Forbes—but the majority of lines target men. Nike is looking to move the needle this year with a women’s sneaker concept called Unlaced, which the brand debuted at Paris Fashion Week. Footwear, services and retail experiences will be designed with female consumers in mind.

nike unlaced psfk.com

Unlaced includes a wider selection of sizes in styles that have been popular throughout the years, as well as a follow-up to Nike’s first collection of footwear created by an all-female design team. The stores will also offer unique services, such personalized styling, same-day delivery and exclusive shopping hours for Nike members.

“We’ve been watching women over the last few years, talking to our consumers, and we’ve really seen [them] fueling the sport and fitness lifestyle overall,” Nike Women’s vice president and general manager Amy Montagne told the Business of Fashion. “From going for a run in the morning to going to a meeting and taking a yoga class in the afternoon, we’ve seen how sneakers really play into her lifestyle.”

With Unlaced, the brand is aiming to build an empire of women-conscious shops all over the world, starting in Barcelona, New York, Paris, Istanbul, Moscow, Dubai, Berlin, Milan, London and other cities that house major Nike stores.

Nike Unlaced

The sneaker market is huge—an estimated $55 billion, according to Forbes—but the majority of lines target men. Nike is looking to move the needle this year with a women’s sneaker concept called Unlaced, which the brand debuted at Paris Fashion Week. Footwear, services and retail experiences will be designed with female consumers in mind.

+apparel
+consumer goods
+Delivery
+Delivery & Logistics
+Design
+Europe
+Fashion
+fashion / apparel
+fitness / sport
+footwear
+home
+nike
+PSFK Imagery
+retail
+Seamless Delivery
+Sneakers
+sport & fitness
+UK
+USA
+women

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