When it comes to athleticwear, there is no such thing as one-size-fits-all. Women of all shapes and sizes workout, and they want cute, comfy performance clothes to wear when they do. So, in their latest attempt to be more inclusive, Nike unveiled curvy mannequins at its new-and-improved London flagship store earlier this week.
The move comes two years after the activewear brand introduced its first “plus-size” collection with women’s sizes ranging from a 1X to 3X. Now, after undergoing renovations, the Oxford Street store has an entire floor dedicated to “a full range of athlete figures,” with displays representing women of different body types and abilities.
“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.
What’s more, it has been designed exclusively for women, offering bespoke personalization services and merchandise in their full range of sizes. “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.
Nike’s new displays are another sign that retailers are working harder to reflect what women look like in real life, and the mannequins are being met with praise on social media. “This is the first time in my 30 years on Earth I have seen a different shape of mannequin,” wrote one user. “My fav is that the mannequin isn’t covered up or wearing loose and ugly a** clothing,” someone responded.
“Hopefully, other stores [an brands learn from this excellent example and start to use a variety of realistic-sized mannequins,” added another. We couldn’t agree more and hope to see these mannequins stateside soon. Old Navy made a similar announcement in August 2018, and Nordstrom joined the movement just last month.