Sportswear maker Nike is revolutionizing its sizing system to be more inclusive than ever.
Supporting all women in their sports practicee, this is one of the stated objectives of Nike. Just look at the brand’s Greater Parisian Instagram account (@nikeparis) for confirmation. On the licked feed of the sports equipment manufacturer, athletes with disabilities, women who practice sports perceived as masculine, others who wear a headscarf (in particular certain members of the collective Les Hijabeuses who campaign for the right to participate football competitions with their veil)… And as being an inclusive brand does not only pass through the image, Nike has also undertaken to modify its sizing system to adapt its products to a maximum of bodies. The main focuses? Bras and leggings.
Nike, between science and creation
Now, all Nike sports bras, regardless of the model, are available in three levels of support and available in some 70 cup sizes to cover all bodies from XXS to 4XL. Same policy for leggings, because as Sara Mostafavi, director of digital innovation for women at the American brand, remarks: “There is no one female body type. There are several of them. Seeing different body shapes and sizes is very important when thinking about inclusive design, so that we can truly account for every body, movement and moment.“. To succeed in creating pieces adapted to as many morphologies as possible, Nike has chosen to innovate and devote more and more resources to innovation for women. “We’ve captured thousands of women’s body scans across a wide spectrum of areas. Combined with the morphological research and analysis of our scientists, we are able to provide our designers with data visualizations that bring to life information about a woman’s body, her fit and how she moves through the garment.” continues Sara Mostafavi. Impressive.