Nike is redefining the way customers shop for sportswear, focusing on overall feel and style rather than prescribing items based solely on sports performance in an effort to help women feel good about themselves. and what they put on it.
Nike’s messages are impacting both leggings and bras offerings, which will force the consumer to prioritize a style they love first and then work to adapt the medium, size, color and other accompanying characteristics. The brand shared ideas and insight into its future on May 17 at its “Nike Future 50 For Her” conference during a discussion at its Los Angeles headquarters.
“There’s a fit revolution happening at Nike,” said Tania Flynn, vice president of womenswear design. “Our goal of serving a wider range of body types is embedded in everything we do.”
To accommodate this change, Nike’s three bra families – Alate, Indy and Swoosh – are now all available in light, medium and high support options. When it comes to sizing, the retailer now offers over 70 cup sizes for users to choose from. Nike adds that each new bra silhouette designed by Team Nike will come in sizes ranging from extra small to 4X, which is a wider range than previous releases.
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“One of the biggest changes you see at Nike is that we’re embracing an expanded definition of athlete,” Flynn says. “Nike’s playing field has expanded, driving a wave of meaningful feminine innovations – from motherhood and modesty to new bras and leggings for all shapes and sizes.”
To significantly expand Nike’s offerings, the company is usingvisualization and avatars to help create better fit options and custom designs. The company has recruited thousands of women of all shapes and sizes to help create a digital library of 3D body maps, in hopes of better understanding the fit needs of all women.
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That’s all without mentioning the work of a real sweating robot named Haley and an exclusive “Brabot” that mimics the soft tissues of the breasts. Brabot can actually bend and contort into various positions, helping to represent the movement of breast tissue.
Nike claims that with these new technologies, it has mastered the design of a moving body, not just a static model on an online shopping page.
“We don’t just evolve,” says Melissa Schirripa, global vice president of apparel at Nike. “We are creating specific designs for a much larger percentage of our population to reinforce that the sport will never be defined by size.”