Nike Divides Opinion After Unveiling Plus-Size Mannequins In Its London Flagship Store

Nike recently rolled out its first batch of plus-size mannequins at a London flagship store. The sportswear brand revealed the larger dummies at the Nike Town store in Oxford-street, alongside para-sport mannequins.

The flagship project has however been met with divided opinions with internet users disagreeing whether the move is a positive step, with some arguing it will encourage obesity.

Taking to Instagram, one individual wrote: ‘So they [trying] to be more accepting by promoting overweight people in sports clothes, what?’

Another said: ‘Honestly shouldn’t be wearing that if you’re that big, should aspire to be the other sizes, that’s just enabling people,’ while one echoed this with: ‘Promoting obesity’.

Yet others were quick to point out that those wishing to lose extra pounds needed sports clothes to wear when exercising.

‘How do you expect them to lose weight if they don’t have work out clothes?’ one social media user asked.

‘So what are overweight people supposed to wear to lose the weight?’ another queried.

many were also keen to embrace the decision as a positive move towards inclusivity in sports. They shared their enthusiasm in their posts on Twitter.

‘This is epic! Love Nike,’ one wrote, as another said: ‘High time these brands started making plus sizes. Cause fitness isn’t just for the fit.’

‘Finally – what a great sight this is. Being of a larger size, it just normalizes it and makes people not so scared of us’, an individual added. 

Nike had a press release to usher in its newest product: ‘To celebrate the diversity and inclusivity of sport, the space will not just celebrate local elite and grassroots athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space.’ 

The company follows retailers including Debenhams in displaying size-inclusive mannequins.

Sarah Hannah, Nike’s general manager and vice president for women in Europe, the Middle East, and Africa, said in a statement: ‘With the incredible momentum in women’s sport right now, the redesigned space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete.’ 

Nike released a women’s plus-size range in 2017, offering sizes from 1X to 3X.

The campaign featured influencers Grace Victory and Danielle Vanier, and hammer thrower Amanda Bingson.