The Nike Store In London Has Finally Introduced Plus-Size and Para-Sport Mannequins And The Reactions Are Gold


This Nike flagship store on Oxford Street, London unveiled a newly designed women’s floor introducing plus-size and para-sport mannequins. 

Although this sport brand launched their plus-size clothing back in February 2017 that ranges from 1X to 3X, this was the first time they included mannequins in their stores, which brings them a step further towards brand inclusivity. This move is giving people above a US size 16 a chance to be comfortable in buying sportswear, and ultimately, exercising more often. Nike has also since collaborated with high-profile fashion bloggers such as Chloe Elliot for campaigns about plus-size visibility for sportswear. 

Nike has followed other retailers in inclusivity like Old Navy, Target, Forever21 and Nordstrom which have also recently started using plus-size mannequins and created exclusive collections.


The brand has also partnered up with plus-size athletes and models like track and field star Amanda Bingson, Paloma Elsesser and Grace Victory.

Twitter has exploded with comments regarding shoppers seeing this for the first time in a Nike store with some being excited to see these models, to others complaining that this has been long overdue. 

@snapshotview wrote: “Hopefully, other stores + brands learn from this excellent example and star to use a variety of realistic sized mannequins.”

@anniesgl on the other hand, felt the complete opposite: “First time having plus-sized mannequins? In 2019!? It should’ve been done AGES AGO.” 

This renovated space in NikeTown, London is exclusive for female athletes where NikePlus members have the added value service of personal styling, bra fittings and 1:1 sessions with trainers. 


Sarah Hannah, Nike General Manager told CNN:  “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. 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 goal of these newly installed mannequins is to ‘celebrate the diversity and inclusivity of sport,’ because representation for all shapes, sizes and people matters now more than ever. 

If you want to pay a visit to NikeTown London, it is located on 235 Oxford St, W1C 1DE and is open Monday to Friday from 10am to 9pm, Saturday from 9am to 9pm and Sunday from 11:30am to 6pm.


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