Nike introduces plus-sized mannequins in its London store

No matter what size, or body type you are, Nike wants you to “just do it”. At the newly unveiled flagship store in London, Nike introduced a new sportswear range for plus-sized women and even plus-sized mannequins to showcase it. The store at Oxford Street now displays mannequins of curvy as well as women with different abilities to better represent the complete spectrum of athletic women’s body types.

In a press release, Nike said, “To celebrate the diversity and inclusivity of sport, the space will not just celebrate local elite and grassroot athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space”. The plus-size range includes sports bras, leggings, yoga apparel, and sneakers. This follows 2017’s plus-size range that offered sizes 1X to 3X.

Sarah Hannah, general manager, and VP for women in Europe, the Middle East, and Africa, chipped in: “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.”

Twitterati was naturally thrilled to discover this progressive step that fosters inclusivity

Nike Town in Oxford Circus have opened up a new women’s space on the third floor and for the first time have plus sized mannequins modelling sportswear! pic.twitter.com/FOahIJNFu0

— Tanya Compas (@TanyaCompas) June 6, 2019

https://twitter.com/Bethan_Southern/status/1136618190442827778

Nike does it again ❤️ pic.twitter.com/dX5ERljF8v

— Siv Ngesi (@iamSivN) June 7, 2019

Although fashion brands are increasingly paying more attention to becoming more proactive when it comes to plus-size clothing, the display mannequins often do not reflect the same sentiment. As per a report published in Guardian in 2014, an average mannequin is six-feet tall, with the body measurements of 34-24-34. In reality, human bodies come in all shapes and sizes and it’s refreshing to see a brand actually go to lengths to visually represent this diversity through its in-store display. We will be eagerly waiting to see this positive trend being replicated in our own homeland as well!

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