Nike’s new female apparel includes its very first collection dedicated to maternity wear.
Nike’s new collection, Nike (M), is designed for new and expectant mothers. It’s the first collection of its kind for the activewear giant and follows years of requests by customers and professional athletes. After three years in the making, Nike (M) is finally hitting the market with a four-piece “essentials” collection. Nike (M) includes a supportive legging, tank top, sports bra that provides accessibility to pump and nurse, and a fleece pullover with extra material to fit growing stomachs. The collection launches on September 17 across North America, Europe, and Africa.
Not only does Nike (M) assist pregnant consumers, it also aids the environment. Nike designed the collection to be sustainable, with each piece made from 78-88% recycled polyester. Combining the relatively untapped market of maternity activewear with sustainability could help Nike appeal to more female consumers, as women are more likely to shop eco-consciously. Additionally, even if they are not shopping the new Nike (M) collection, the line could change Gen Z consumer’s view of Nike, as they tend to favor brands with inclusive and environmentally-friendly products.
Advertising and launching the new collection in countries around the world could further Nike’s connection with consumers and boost its image as an inclusive activewear brand. With many of its stores still closed due to the Coronavirus pandemic, Nike will rely on its desktop and mobile sites for the new collection’s drop. As Nike’s sites generate the highest traffic rates in the activewear sector, according to a Gartner report on the topic, it could easily draw consumers online to shop the new maternity wear. Though Nike (M) is the first of its kind for the company, it is not the first maternity line from a large activewear brand, as Reebok first released a multi-purpose activewear line for expectant mothers in 2019.
Nike’s new collection allows expectant and new mothers to exercise in comfort. The release of a maternity line, along with last year’s launch of modest women’s swimwear, could show Nike’s commitment to expanding its reach into untapped areas of the women’s activewear market.