Nike has announced its intention to focus on women's sportswear in 2019.
Representatives of Nike said that this summer the company will sponsor 14 national teams at the Women's World Cup, as well as introduce designs for the team's new kit. In addition, a number of innovations are planned in the women's clothing category and the emergence of many new products, such as a high-tech sports bra, created using the latest developments.
This bra is said to be made from a special, strong yet very soft fabric, with exceptionally few seams and details. It is much lighter and more comfortable than similar models and will allow you to perform the most difficult exercises without feeling any discomfort. Since this bra is made of breathable fabric, the athlete's body will be properly ventilated. Sales will begin this summer. The bra will be available in 57 styles and sizes.
The company also plans to pay more attention to "Just Do It" ads featuring women. Previously, she had already presented a video with the participation of professional tennis player Serena Williams (Serena Williams).
"I think there's an incredible development going on in women's sports right now, and we're excited to support and inspire the next generation of athletes heading into this World Cup," Amy Montagne, vice president of Nike, told Business Insider.
Last year Nike came under intense media scrutiny after several top executives left their posts due to reports of problems in the work culture. In April, The New York Times published an investigation based on interviews with 50 current and former employees who spoke of cases of sexism and gender discrimination at the company. It is possible that with the steps described above, the company seeks to reduce the damage caused by scandals.