Nike has redesigned the women’s floor of its flagship shop in London, introducing plus-size and para-sport mannequins for its sportswear displays. The sports brand has created a dedicated space for women on the third floor of its huge Oxford Street store. Mannequins with different body types, including plus size and para-sport mannequins, are intended to better display the range of items for sale, including the Nike Plus Size line.
Nike designed the home and away kits for the FIFA Women’s World Cup. The move has been welcomed by campaigners, but has been a subject of controversy after The Telegraph columnist Tanya Gold wrote that “the war on obesity is lost”. Nike said the aim was to “celebrate the diversity and inclusivity of sport”.
“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 vice president for women in Europe, the Middle East and Africa.
“This is more than a shopping experience, it’s a destination to celebrate sport just in time for an incredible summer of football, netball, athletics and more.”
Culled from Dezeen