Nike underscores its commitment to growing its reach among women with the debut of a maternity line called Nike (M). Describing mothers as “the ultimate endurance athletes,” offerings are designed to support women “during all stages of pregnancy and beyond.”
Nike (M)’s first collection will include a Dry-Fit, split-front pullover and tank top, a nursing sports bra and tights, all of which are offered in three colors. Reflecting parents concerns with the future of the planet, the collection pieces make use of 78-88 percent recycled polyester.
Providing the reasoning for the launch of the new category, Nike’s senior design director Carmen Zolman explained, “The more we listened to expecting mothers and postpartum mothers, the more we learned, reworked and innovated through inclusive design.
“It’s the project of a lifetime to work in lockstep with all kinds of mothers to bring to life a capsule that truly supports women’s relationship with sport during such a transformative time in their lives.”
The effort was kicked off with campaign images highlighting four different women at different stages of motherhood: athlete and model Jeneil Williams, 49 weeks pregnant; retired British track and field athlete Perri Edwards, 36 weeks pregnant; golfer Michelle Wie West, shot with her newborn daughter; and Spanish Olympic synchronized swimmer Ona Carbonell, 36 weeks pregnant.
Weighing in on the collection, Edwards explained, “The Nike (M) sports bra is great because it’ll give me easy access for when I want to breastfeed. The leggings give you options of wearing over your tummy or showing your tummy, and the maternity shirt has this extra material for the extra weight that I’m carrying. You look very smart, very comfortable, very hip.
Priced from $45-$85, the Nike (M) collection launches September 17, 2020 in North America, Europe and Africa on nike.com.
Check out campaign images below.
