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ot a single mention of them in
Nike’s new women-oriented Unlaced project will tackle that Nike Air Max 2017 Womens problem by offering “unisex sizing on select classic Jordan styles,” expanding sizing for the wildly popular Nike Air Force 1 and Air Max lines, and breaking with its tradition of collaborating almost exclusively with buzzy male designers by hiring two super-famous women — cult favorite British Nike Air Max 90 Donne menswear designer Martine Rose and avant-garde Japanese jewelry designer Yoon — to create new ready-to-wear clothing lines and sneakers. It’s a start, but is it enough? And why so late?Progress on the woman’s sneaker front has come in dribs and drabs. Last summer, Nordstrom’s director of creative projects,Nike Air Max 270 Femme Olivia Kim, designed a limited-edition reimagining of the Nike Cortez, a classic style introduced as the brand’s first track shoe in 1972. The other major contribution to women’s sneakers that season was almost laughable: a Nike and Adidas NMD Donne Swarovski line of ultra-feminine shoes coated in crystals. There’s not a single mention of them in the entire women’s streetwear subreddit. (One opinion, from me: They are hideous.)
In the lead-up to Unlaced, Nike also had a 14-woman design team work on a line of reimagined Air Force 1s and Air Jordan 1s, which came in styles called Explorer, Lover, Sage, Rebel, and Jester. They’re objectively cool. The company also made women’s sizes available for the hotly-anticipated The 10 line, designed by Kanye West’s creative director Virgil Abloh. Abloh then designed Serena Williams’s Queen line for the Nike Air Max 97 Damen brand, which debuted this summer. The attempts are getting markedly better.But this is not altruism; it’s just smart business that took way too long to figure out. It wasn’t really until 2014 — when Rihanna was named creative director of Puma and French luxury brand Céline sent a pair of Air Force 1–inspired Nike Air Max Tn Damen sneakers down the runway — that Nike started sitting up and paying attention. To test the idea of a women’s sneaker shop, Nike had Nordstrom’s Olivia Kim curate a small selection of women’s styles for Nordstrom in the fall of 2016Nike Air Huarache Femme.
Nike VP Amy Montagne became the general manager of Nike Women in 2014, and she has been open about Unlaced as a way for Nike to push its women’s business from a $6.6 billion annual endeavor to an $11 billion one by 2020. In 2017, sales of “athletic footwear” were up 2 percent overall, but 5 percent Adidas Superstar Dames among women. Women’s sneaker sales are growing faster than men’s, and the market is not yet saturated. Nike still has time to take a huge chunk of it: Amazon’s Zappos has a relatively small section (called “The Ones”) dedicated to women’s sneakers; Adidas just nabbed Kylie Jenner as its spokesperson and partnered with Refinery29 to make 50 pairs of women-specific Ultra Boosts; and Puma is almost embarrassingly dependent on Rihanna, who now has plenty of other business concerns
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