Oct 29, 2014
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Nike stakes claim in womenswear

Oct 29, 2014

Is womenswear the future of Nike? CEO Mark Parker already announced during the company’s presentation of its latest quarterly results that Nike saw a great deal of potential in products for women.

Part of the collection designed by Pedro Lourenço. Image: Nike

The American sports giant is staking its claim. During a recent show in New York, the brand presented its spring-summer womenswear collections. Between footwear that integrates Flyknit technology, new bras and a series of performance models, with the help of a group of renowned athletes, the brand presented new running, training and sportswear products. 

Nike showed off not only its sports, but also its design credentials, incorporating collaborations with several designers. The brand has introduced a series of products by the Brazilian Pedro Lourenço that will become available on November 13 in select Nike stores. 

This approach, combining creativity with performance, should lead to further growth in Nike’s womenswear division. "Our relationship with our digital community of 65 million women, coupled with great product innovation, is driving our momentum,” remarked Parker. “And we expect to add another $2 billion in revenue to reach 7 billion dollars (5.5 billion euros) by FY17." 

These specific, numerical ambitions mean that Nike will have to put some effort into attracting female customers.

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