The new floor of the Nike store at Oxford Circus in London, dedicated to female sport, welcomed models considered to be plus-size, with shapes. The goal ? “Celebrating diversity” in sports, and for that, the sales area “Will not only celebrate elite athletes”, explains the brand in a press release.
Leggings, bras, T-shirts… Nike already offers women the possibility of finding a large panel of sizes going up to 3X (from 60-62). But this is the first time that it has incorporated mannequins to wear them in a shop. “With the incredible momentum of women's sport today, this redesigned space is further proof of Nike's commitment to inspire and embody the sporty woman”, says Sarah Hannah, vice president and global manager of Nike Women in Europe and Africa. In addition to representing other body shapes, the brand also chose to arrange a space with disabled models: everyone must be represented.
A step towards the positive body which attracts opinion
The comma mark has also signed partnerships with women of all styles, including influencers like Grace Victory or models who advocateself-acceptance and the diversity of bodies. Various faces which transmit a clear message of positive body, going in total contradiction with diktats of the company in term of beauty.
On social networks, several Internet users have taken the photo of the store posted by the magazine Refinery29. All are conquered by this initiative, we can for example read: “It’s so important to show that women of all sizes can be sporty and healthy. ” or "It warms my heart to see this."View this post on Instagram
Why is a plus-sized mannequin on a shop floor so surprising? ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Sometimes it takes seeing what’s sorely missing to realize the full extent of the problem. The new third floor at #NikeTown at the lea London flagship store, dedicated to women's sport, is a radical and brilliant move towards inclusivity. ✊ @nikelondon