Nike Becomes First Major Sportswear Brand To Introduce Plus-Size

By Holly O'Neill
06th Mar 2017

Nike is the first major sportswear brand to introduce a plus-size athletic range for women.

Nike released a statement outlining their reasons, saying, “Nike recognises that women are stronger, bolder and more outspoken than ever. In today’s world, sport is no longer something that she does, it’s who she is. The days where we have to add ‘female’ before ‘athlete’ are over. She is an athlete, period. And having helped fuel this cultural shift, we celebrate these athletes’ diversity, from ethnicity to body shape.”

Last year, Nike came under fire for heading a campaign on body positivity with writer and plus-size model?Paloma Elsesser, without stocking a full range of plus sizes.

Nike will now offer sportswear in sixes XL to XXXL.

Danielle X @nikewomen | A new post in collaboration with @Nike: The Black and White Collection… Work out gear now up to 3XL! Sign up to @liketoknow.it, like this picture and all the links to what I’m wearing will be emailed directly to your inbox. Shop the items I’m wearing – by @jkgphotography http://liketk.it/2qwXE #liketkit #NikeWoman #ad #blackandwhitecollection #Nike
A post shared by Danielle Vanier (@daniellevanier) on Feb 27, 2017 at 7:28am PST

London fashion models Grace Victory and Danielle Vanier have been chosen to front the campaign.

Helen Boucher, vice president of Nike’s women’s training apparel, speaking of the brand’s plus-size range, concluded that “Ultimately, beauty comes in all shapes and sizes and being strong is beautiful. Strong is the keyword for us; size doesn’t matter.?

Can’t quite believe how incredible my @nikewomen campaign has turned out? If you didn’t know, they have extended their sizes across numerous styles, from training gear to lifestyle (which is what I’m wearing here) thanks for all the love guys. http://liketk.it/2qzU5 @liketoknow.it #liketkit #ad
A post shared by Gracie Francesca (@gracefvictory) on Mar 3, 2017 at 4:31am PST