Nike is making an effort to help women feel good in their bodies. During the Nike Future 50 For Her conference at their Los Angeles headquarters, the brand shares that their three bra families-the Alate, Indy, and Swoosh-are now available in light, medium, and high support options.
Additionally, the retailer now offers over 70 cup sizes with every new bra silhouette that they will design will be available in sizes extra small to 4X.
How is Nike Making These Possible?
The retailer is using the full potential of modern technology to deliver better sports bras to women today. They are using data visualization and avatars to create better fitting options and more custom designs.
To do this, they enlisted thousands of women of all shapes and sizes, which enabled them to create a digital library of 3D body maps. Doing so helped them better understand the fit needs of all women today.
Additionally, they use Haley, a sweating robot, and a proprietary Brabot that mimics the breast's soft tissues. Brabot can bend and contort into various positions to help depict the movement of breast tissue.
Vice president of global apparel at Nike Melissa Schirripa said, "We're not just grading up. We're creating specific designs for a much larger percentage of our population to reinforce that sport will never be defined by size."
Using Artificial Intelligence (AI) and three-dimensional measurements, Nike can capture the female form cohesively.
According to Nike's women research director Dr. Bridget Munro, "We know more about the female body than ever before. Our investment in women's research, sport science technology, and data visualization give us the ability to better understand her needs and create the best products possible for her," she said.
Also Read: Nike Sues StockX Over Unauthorized Selling of Sneaker NFTs
Body Diversity at the Forefront of Sportswear
Nike's efforts come following Adidas' sports bra campaign that included images of 25 different pairs of bare breasts. The ad showed the markings sports bras can leave behind after being worn, which brings attention to the prolonged issues of the bras' fit and function.
Nike also just recently launched a flexible 48-week program designed for supporting all moms at every stage of pregnancy. It provides them with routines designed for women of all strength levels.
The program features brand new workouts and supplementary content in the Nike Training Club app called (M)ove like a Mother. This will help moms feel stronger and prioritize movement and their health from early pregnancy all the way through postpartum.
With Nike and Adidas working towards more inclusive sportswear for women, a lot of people may be able to be active even more as they continue to show that it can be for everyone.
Related Article: Nike to Open New 'Tech Center' in Atlanta, Georgia: AI and Machine Learning Used to Help Company 'Reimagine Consumer Experiences'
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Written by April Fowell
