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- Tess ri
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Other product initiatives in the women’s business include more plus-size options, the Nike FE/NOM Flyknit Sports Bra and the Nike Pro Hijab, which won the Fast Company Innovation by Design Award for General Excellence in 2017. “It’s really about removing barriers that prohibit people from accessing and participating in sport, because we know the power of sport in people’s lives, and we’ve done research on the impact of sport in women’s lives, and we know that women with a sport in their backgrounds are successful as they go through life,” says Igarashi.
The Unlaced preview in Paris started with a look into Nike’s archive through highlights of women’s sneakers from the past 40 years, beginning with the shoe that started it all–the Nike Senorita Cortez, the female version of the Nike Cortez, a minimal white sneaker with an orange swoosh, which was released two years after version in 1974. The archive also includes the Nike Airmax 97 LX Swarovski, which dusts the curves in the original Airmax 97 in a coating of sparkly Swarovski crystals, and the Nikecourt Flare BHM Serena Williams that pays homage to Black History Month through black and white marbling that symbolizes harmony and a metallic gold swoosh. Both of these shoes debuted in 2017.
The preview ended with a showroom meant to evoke the feel of an Unlaced retail destination: a circular space lined with shelves of shoes, with a large spinning seat in the middle–prime Instastory material. Dozens of shoes in myriad colorways were organized into groups by trend, from dad shoes, to chunky-soled kicks to pink confections. There were performance designs, like the new Nike React, a light, springy running shoe that debuted last month.
There were Jordans, notably the OFF–WHITE x Nike Air Jordan 1, a collaboration with Off-White fashion designer Virgil Abloh, who put on his brand’s signature marks, like a plastic tag on the iconic sneaker, which was just released in women’s sizing. And there were lifestyle models, too; with the 1 Reimagined, a team of female designers invent new renditions of the Nike Air Force 1 and the Air Jordan 1. It’s a virtual sneaker buffet.
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