It’s pretty well-known that sneaker culture worldwide has always been focused around the male side of things, not much so for the women, even though some have given significant contributions in the name of sport. Take for example Serena Williams, who has 23 major titles under her belt, and Joan Benoit Samuelson, the first female to win a marathon gold. In celebrating the milestones and peaks that women athletes have achieved, Nike is pushing forward female representation, unveiling a dedicated platform and space for women’s footwear.
4 pillars make up the backbone of Nike Unlaced, and one of them which will be quite important to all the hypebaes around, is extended unisex sizing for all shoes, including hard to get models like the Virgil Abloh x Nike The TEN collection. All of the other halo models in the Nike lines get extended sizing as well, giving more options to add to your rotation.
The program doesn’t just include extra sizes, it expands with the introduction of concept stores with sneakers curated by influential stylist and creators from major fashion hubs all over the world. Customization too plays a significant role in the program. Personalised styling to VIP member experiences are designed to heightened connectivity and accessibility for customers to create their one-of-one with guest stylists and take their creations home complete with specialized packaging with same-day delivery available. Nifty.
“The core of the concept is about access,” says Amy Montagne, Vice President and General Manager of Global NikeWomen on Unlaced. “Making sure women can get the high-heat product that they covet by offering unisex sizes and giving her a range of color and all the things she loves. It’s really at the core of why we did this.”
Nike’s challenging the status quo, and breaking the boundaries that this scene doesn’t necessarily have to be male-centric, and with the introduction of the 1 Reimagined project, only serves to push and expand female representation in a predominantly male environment.
Nike Unlaced will launch on Nike.com on the 27th of March and physical stores some time in the summer.