Sports brands have long been under pressure to better cater for plus-size women, with Nike as no exception. However, its seems the criticism aimed at the industry to supply this corner of the market with high quality sportswear has finally made a breakthrough with the announcement this week that Nike have released a plus-size range.
The market leaders have produced a range with sizes from 1X through to 3X on over 200 products, including jackets, shorts, pants and shirts, alongside sports bras that will go up to size 38E.
Not only is this just epic news anyway, it’s also super smart from Nike who appear to have gotten there first. Its left consumers bemoaning other brands like adidas, puma and lululemon who are now seen as dragging their feet on this subject. This leaves Nike way out in front to corner this section of the market and not only cements them as the dominant force in the industry but also positions them as a consumer-conscious brand who care. Another brilliant PR move.
Smart marketing aside, this is a long overdue change to the sportswear landscape. It means the remaining brands have no choice but to follow suit which makes for an extremely positive change to the industry as a whole. Something that’s left us here in the studio with a big reason to celebrate on a Friday. Cheers.