Nike is sensing a shift in sneakerhead culture.
Collecting, queuing and trading sneakers has long been a male-dominated thing, but Nike is seeing more women wanting in on the game. Maybe not to the degree that has spawned aggressive mobs outside of sneaker drop sites, but enough for the brand to create an entirely new women’s sneaker destination called Nike Unlaced, launching for summer 2018.
It will start as a digital platform on March 27 with its own space on nike.com and expand to physical retail points of sale as the year goes on. There’s new products, personalized styling and service programs, and expanded women’s sizes for iconic or “high heat” collaborations and styles that have previously been geared toward men. For example, the next iteration of the Virgil Abloh x Jordan I, which is being released on March 3 in Europe only, will have women’s sizes going forward, and there will be unisex sizing on the Nike Air Force 1 and Air Max lines as of the fall.
“The Nike Unlaced concept, really simply, is a fantasy destination for women for sneakers,” said Amy Montagne, general manager of global Nike Women’s, during a preview of Unlaced held during Paris Fashion Week.
The brand teased some
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