Nike has redesigned the women’s floor of its flagship shop in London, introducing plus-size and para-sport mannequins for its sportswear displays.
The sports brand has created a dedicated space for women on the third floor of its huge Oxford Street store.
Mannequins with different body types, including plus size and para-sport mannequins, are intended to better display the range of items for sale, including the Nike Plus Size line.
The move has been welcomed by campaigners, but has been a subject of controversy after The Telegraph columnist Tanya Gold wrote that “the war on obesity is lost”.
Nike said the aim was to “celebrate the diversity and inclusivity of sport”.
“With the incredible momentum in women’s sport right now, the re-designed space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete,” said Sarah Hannah, Nike’s vice president for women in Europe, the Middle East and Africa.
“This is more than a shopping experience, it’s a destination to celebrate sport just in time for an incredible summer of football, netball, athletics and more.”
The store also features a range of in-store experiences under the House of Innovation title, continuing the brand’s aim to “disrupt retail”.
The shop floor has a space called The Arena, which is currently featuring Nike’s football collections during the FIFA Women’s World Cup. Nike designed the home and away kits for 14 of the tournament’s national teams.
An LED curtain with a shifting display wraps around a footwear zone in the centre of the shop floor, and an Expert Studio area offers services such as sports kit customisations for teams, a leggings adjustment service and bra fittings.
Shoppers can also use the Nike App to reserve items in the size and colour they want.
Earlier this year Nike launched a pair of smart self-lacing basketball trainers that can be tightened by swiping a smartphone, and an app that can scan your feet to give you an accurate shoe size.
Last year the sports giant re-launched its New York flagship store with a facade inspired by Nike shoe sole technology and floors made from re-purposed trainer remnants.