Nike Unlaced is ‘a fantasy sneaker destination for women’ that is being unveiled during Paris Fashion Week, this is a new project that is aimed at redefining the future state of footwear for women.
The main purpose of this initiative is to inspire new and innovative curations, product styling and collaborations, whilst also helping to increase female representation in a predominantly male-dominated sneaker community.
While the underserved female market has always been an issue for the many brands who never seem to hit the mark, this welcomed project will launch in the summer of this year, and Nike claims that Nike Unlaced will be a fantasy sneaker destination for women, redefining the ways in which brands have served women to date.
The four key areas they are focusing on will be Expanded sizing unisex sizing on select styles and collaborative collections such as Virgil Abloh X Nike The TEN reducing the frustration of missing out on sizes. Sizes will also extend to Nike Air Force 1 and Air Max lines, providing ever-increasing options to collect, rock or stock.
Unique Retail Experiences local Nike Unlaced product curations by influential creatives and stylists from New York, Paris, London, Shanghai and more are coming soon.
Exclusive Services from personalised styling to VIP member experiences (including same-day delivery and exclusive hours), Nike Unlaced will increase connectivity and access to sneakers for women.
Creative partnerships with the likes of A.L.C.’s Andrea Lieberman and the International Girls Crew on the iconic Nike Cortez have also given new scope to sneaker collaborations; another highlight is the recent The 1 Reimagined project, Nike’s first collection of footwear designed entirely by a 14-strong female design collective.