This week, Nike’s flagship store in Oxford Street, London underwent a major makeover. Starting 5 June, the third level of NikeTown London opens with an updated women’s section. Like their flagships in New York and Shanghai, the new floor offers various treats like personal styling services and so on to NikePlus Members. However, it's not the new offerings that drew the excitement of the Nike store’s visitors but the introduction of new plus-sized mannequins. It’s the first time they manifested their inclusivity efforts on a display, breaking myths and stereotypes about plus-sized people and health. Encouraging body positivity, the new level also had extended offerings of plus-sizes and an apparel customisation service to ensure the right fit for everyone.
A plus-size mannequin in NikeTown London’s revamped third floor. (source)
This isn’t the first time Nike attempted to shift the narrative towards plus-size athletes. Back in 2017, they rolled out their first-ever collection available in sizes 1X to 3X. Since then, Nike has tapped various body-positive models and influencers like Grace Victory and Chloe Elliot for collection collaborations. Also, just earlier this year, they worked with online British retailer Very to sell their curvy clothing range.