In reality, women come in all shapes and sizes, so Nike has diversified the stature of the mannequins in some of its stores to reflect that.
The sportswear brand’s flagship store in London unveiled curvy mannequins on Thursday as part of a wider floor redesign in a bid to “celebrate the diversity and inclusivity of the sport.”
The concept of the floor is inspired by Nike’s New York City and Shanghai flagships which have a gridded-out layout and perks like personal styling services, according to the retailer.
“Highlighting a full range of athlete figures, the space shows multiple plus-sized and para-sport mannequins, a first for the city’s store,” Nike said in a press release. Para-sports, also known as adaptive sports and disabled sports, includes activities for people with physical and intellectual disabilities.
The revamped women’s floor also sells customized sportswear and extended sizes.
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“With the incredible momentum in women’s sport right now, the redesigned space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete,” said Sarah Hannah, Nike’s general manager and vice president for women in Europe, in a statement.
The sportswear brand first launched its Plus Size Collection in 2017.
“Athletes have a desire to get the best fit and function in their apparel. They also want to feel good,” Nike said in a press release at the time. Sizes range from 1X to 3X.
Shoppers took to social media to share their reaction to the new mannequins.
“They look so cool,” writes Twitter user @Hannahcusworth. “Idk why but this @Nike mannequin makes me feel so empowered,” tweets @_AStokes_.
Other brands that feature curvy mannequins include Nordstrom and Old Navy, which both began displaying them over the past year.
Follow Dalvin Brown on Twitter: @Dalvin_Brown.