Under the direction of the founder of Colette, the athletic brand is striving to expand its presence in the women's sneaker realm, by catering to the performance and aesthetic tastes of female consumers

The sneaker category has long suffered from a lack of options for women: too often, a shoe will only come in men's sizes, or women's options would fall victim to the “pink it and shrink it” philosophy. To make up for this, Nike has been working to expand its offerings for women and roll out new in-store and online initiatives to welcome female consumers into the world of sneakers.

Up until its closing in 2017, the Paris-based boutique Colette was renowned for its on-trend product array and brand collaborations. Much of the success was credited to founder Sarah Andelman, whom Nike has tapped to serve as global curator for its Unlaced women's sneaker assortment.

Nike is looking to use Unlaced to further tap the women's sneaker market. With Andelman's curatorial touch, the collection will differ from the athletic brand's other products, catering towards the specific tastes of young women. Unlaced will eventually expand to physical stores, embracing local markets with dedicated product and artist collaborations.

With a strong standing in the athletic shoe market, Nike is now trying to reach a bigger customer base by making shoes that are female-focused and fashion forward. Nike estimates the sales of their women's products to grow from $6.6 billion to $11 billion over the next two years. The Andelman hire shows that Nike is thinking outside the box to make the Unlaced line a success.

Nike

The sneaker category has long suffered from a lack of options for women: too often, a shoe will only come in men's sizes, or women's options would fall victim to the “pink it and shrink it” philosophy. To make up for this, Nike has been working to expand its offerings for women and roll out new in-store and online initiatives to welcome female consumers into the world of sneakers.

Up until its closing in 2017, the Paris-based boutique Colette was renowned for its on-trend product array and brand collaborations. Much of the success was credited to founder Sarah Andelman, whom Nike has tapped to serve as global curator for its Unlaced women's sneaker assortment.