A new Nike plus-sized range will expand the US sportswear brand’s reach – and appease those who criticise it for focusing on the purely athletic.
The new workout wear range includes sizes from XL to 3XL.
“Nike recognises that women are stronger, bolder and more outspoken than ever,” the sportswear giant said in a statement.
“The days where we have to add ‘female’ before ‘athlete’ are over. She is an athlete, period. And having helped fuel this cultural shift, we celebrate these athletes’ diversity, from ethnicity to body shape.”
Like Nike’s core range, the plus-size collection will use the same technology in design and fabric and includes sports bras, running tights, high-tech hoodies.
Helen Boucher, VP of women’s training apparel, says when the company created its range it did not just make existing products larger.
“That doesn’t work because as we know, everyone’s weight distribution is different.”
The pressure will now be on rivals like Lululemon, Puma and Adidas to follow suit…