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Curvaceous athletes gear

March 6, 2017

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The sportswear double digit growth makes it not only the most prosperous segment of the fashion business, but also the most competitive one. No wonder industry leaders are desperately trying to brush off any newcomers and make up different things to get ahead.

To broaden its customer base, Nike is now trying to reach beyond the sporty figure by celebrating athletic women of all shapes and sizes. At the American sportswear giant they are well aware women are becoming more confident and less concerned about the predominant beauty ideal, so they came up with with the first ever Nike Plus Size Collection, that would give curved athletes a chance to pick from various tees, tights and hoodies in different extra large ranges. They boast their workout wear has not only been sized, but have undertaken some serious engineering, so that each design is addressing the specifics of a curvaceous body.

Their move will undoubtedly pay off, however, beyond the engineering they could use some additional marketing effort. Maybe creating a better name of the line and replacing 3XL tags with something more appealing to curvaceous ladies.

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From → Hic Salta

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