Nike is finally getting with the program by launching its first ever plus-size activewear line of clothing.
Not everyone can be quick to get with the times, but eventually everyone comes around. Nike has been an industry leader in activewear and fitness gear, but it’s long been catering to the stereotypical athletic crowd rather than the realistic one.
There’s no arguing that Nike’s main market is athletes — whether that ben collegiate, professional or amateur. But not everyone who works out and wants to utilize Nike’s fitness technology fits into that very niche category. Specifically, Nike has never catered a line of activewear to the plus-size fitness sect, something that has finally changed.
This week marked the launch of a new line of plus-size fitness wear that now makes the brand as inclusive as it claimed to be.
In a statement about the launch, vice president of women’s training apparel at Nike Helen Boucher said that size doesn’t matter to Nike.
“The motivation in young girls today is to be strong. And while strong looks different for everybody, what’s consistent in athletes today is that fitness is very much a part of her lifestyle. Ultimately, beauty comes in all shapes and sizes, and being strong is beautiful. Strong is the keyword for us—size doesn’t matter.”
That’s a new stance the company has taken, although they’ve dabbled in getting with the program in the recent past. Last year the company revealed a plus-size sports bra, but were quickly ethered over the fact that it only went up to a size E.
Having a slogan ‘Just Do It’ seems to be inclusive, but Nike has never fully put that to practice when it comes to allowing everyone to get their product. This is a step in the right direction, and fat shakers who have a problem with a fitness company marketing to the plus-size community can go shout somewhere else.
