Nike exposes its plan to concentrate on females professional athletes in 2019, including brand-new high-tech items and a Women’s World Cup deal (NKE)

Nike exposes its plan to concentrate on females professional athletes in 2019, including brand-new high-tech items and a Women’s World Cup deal (NKE)

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Nike is doubling down on womenswear.
Courtesy of Nike

Nike plans to focus on ladies in2019

On Monday, the retail giant revealed it will be sponsoring 14 national groups for the FIFA Women’s World Cup this summer and unveiled styles for brand-new group uniforms. In addition, it announced innovation throughout the womenswear category, releasing new items such as a high-tech sports bra and World Cup-inspired apparel.

“I think today there is just unbelievable momentum in females’s sports and we are delighted to support and inspire this next generation of female professional athletes heading into this World Cup,” Amy Montagne, Nike’s vice president of global categories, informed Business Expert.

She continued: “We are committed to utilizing our brand name as a driver to assist bring that energy in women’s sport to more people around the globe.”

The new sports bra, which will be offered in stores this summertime, utilizes the very same technology as Nike’s widely known Flyknit sneakers.

“The bra is constructed with an ultra-soft nylon-spandex yarn that form-fits to your body, using 2 single-layer panels that are assembled for a seamless feel,” Nike composed in a press release to introduce the product.

It continued: “The outcome is a considerable reduction in products and seams. While other high-support Nike bras can have up to 41 pieces and 22 seams, the Nike FE/NOM Flyknit Bra has two panels and a binding and is 30%lighter than any other bra in Nike’s line.”

Nike FE/NOM Flyknit Bra.
Courtesy of Nike

“The goal of the Nike FE/NOM Flyknit Bra was maximum support and convenience that would permit ladies to feel and look amazing, while doing anything they choose,” Nicole Rendone, design director of bras and development, said in a statement to the press. “We prioritized support, breathability and cooling in vital zones.”

The bra will be part of Nike’s Spring/Summer 2019 collection, which consists of 57 various styles of bras in measure to 44 G.

Nike will “shine a spotlight” on women in its “Simply Do It” ad campaigns this year, it said. Last month, the business debuted its follow-up to the 2018 business “Dream Crazy”– starring Colin Kaepernick– with a new advertisement starring tennis player Serena Williams and including other female athletes.

Read more: Serena Williams delivers an inspiring message in Nike’s follow-up to its controversial Colin Kaepernick commercial

Last year, Nike came under scrutiny after several leading executives left the business amidst reports of a troublesome work culture. In April, The New York Times published an examination based on interviews with 50 current and previous employees who highlighted instances of supposed sexism and gender discrimination at the company.

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