Nike Connects with Plus-Size Women Worldwide, Launches Curvy Models in Sportswear      

         Nike, a leader in sportswear, has created quite a buzz with a significant move to cater to plus-size women by grandly opening a showcase featuring curvy and disabled models for the first time. This initiative reinforces the brand's commitment to inclusivity and understanding the diversity of people in society.

         The event took place at Nike's flagship store on Oxford Street in London, which has recently been renovated.

         For Nike enthusiasts, it’s no surprise that the brand has not just recently launched a product line for curvy women; this has been in the works since February 2017. That initial launch included clothing and sportswear sizes ranging from 1X to 3X, accompanied by a campaign featuring influential models in women's rights, such as Paloma Elsesser and Danielle Vanier, who led the campaign. They also collaborated with renowned blogger Chloe Elliott to inspire this demographic to engage more in fitness.

         However, until now, this product line has only allowed customers to imagine how the clothes would look when worn, as they were merely displayed on shelves without ever being showcased on actual models. Typically, the products chosen for display are highlight pieces designed to inspire new outfit ideas for women.

         Therefore, Nike's bold move to cater to plus-size women clearly addresses the ongoing fitness trend while also demonstrating that the brand cares about plus-size customers who are increasingly focusing on their health and fitness, just like their slimmer counterparts. It’s believed that regardless of body shape, all women desire to be fit and healthy.

         Sarah Hannah, General Manager and Vice President of Women's Products for Nike in Europe, the Middle East, and Africa, stated that women today play a more significant role in sports than ever before. The renovation of Nike's space and the inclusion of plus-size models symbolize a commitment to creating an inspiring environment that meets the needs of women who love to exercise. Importantly, they aim for this space to be more than just a retail outlet but also a venue for creating new experiences for customers.

         “In addition to the flagship store offering a wide range of sportswear on the third floor, which features plus-size models, there is a dedicated zone for female athletes with personalized advice surrounded by a variety of products, including a complete line for plus-size women,”

         Nevertheless, Nike is not the first brand to highlight curvy models as a way to attract plus-size customers. Brands like Old Navy and Nordstrom, as well as department stores like Debenhams, have previously taken similar steps.

         This represents an interesting marketing strategy in terms of building Brand Awareness to expand the customer base. It will be interesting to see whether this strategy remains a talking point or expands to other countries, including Thailand, inspiring curvy women to engage more in fitness.