Nike reveals its plan to focus on women athletes in 2019, including new high-tech products and a Women's World Cup deal

Courtesy of NikeNike is doubling down on womenswear.
  • Nike announced on Monday that it is sponsoring 14 national teams for the FIFA Women’s World Cup this summer and will be rolling out new products across womenswear later in the year.
  • The new products include a high-tech sports bra that is designed with the same technology as its well-known Flyknit sneakers.
  • Women will be a focal point of Nike’s “Just Do It” ad campaign this year.

Nike plans to focus on women in 2019.

On Monday, the retail giant announced it will be sponsoring 14 national teams for the FIFA Women’s World Cup this summer and unveiled designs for new team uniforms. In addition, it announced innovation across the womenswear category, launching new products such as a high-tech sports bra and World Cup-inspired apparel.

“I think right now there is just incredible momentum in women’s sports and we are excited to support and inspire this next generation of female athletes heading into this World Cup,” Amy Montagne, Nike’s vice president of global categories, told Business Insider.

She continued: “We are committed to using our brand as a catalyst to help bring that energy in women’s sport to more people around the world.”

The new sports bra, which will be available in stores this summer, uses the same technology as Nike’s well-known Flyknit sneakers.

“The bra is constructed with an ultra-soft nylon-spandex yarn that form-fits to your body, using two single-layer panels that are assembled for a seamless feel,” Nike wrote in a press release to launch the product.

It continued: “The result is a significant reduction in materials and seams. While other high-support Nike bras can have up to 41 pieces and 22 seams, the Nike FE/NOM Flyknit Bra has two panels and a binding and is 30% lighter than any other bra in Nike’s line.”

NikeCourtesy of NikeNike FE/NOM Flyknit Bra.

“The goal of the Nike FE/NOM Flyknit Bra was maximum support and comfort that would allow women to feel and look amazing, while doing anything they choose,” Nicole Rendone, design director of bras and innovation, said in a statement to the press. “We prioritised support, breathability and cooling in essential zones.”

The bra will be part of Nike’s Spring/Summer 2019 collection, which includes 57 different styles of bras in sizes up to 44G.

Nike will “shine a spotlight” on women in its “Just Do It” ad campaigns this year, it said. Last month, the company debuted its follow-up to the 2018 commercial “Dream Crazy” – starring Colin Kaepernick – with a new ad starring tennis player Serena Williams and featuring other female athletes.

Read more:
Serena Williams delivers an inspiring message in Nike’s follow-up to its controversial Colin Kaepernick commercial

Last year, Nike came under scrutiny after several leading executives left the company amid reports of a problematic work culture. In April, The New York Times published an investigation based on interviews with 50 current and former employees who highlighted instances of alleged sexism and gender discrimination at the company.

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