Nike First: Selling US women’s soccer team jerseys to men

For the first time ever Nike will be selling men’s sizes of the US national womens soccer teams new World Cup kit. No word yet on whether our own Matilda’s team kit will be available in men’s sizes.

Our take

This is a win across the board for Nike. Women’s athletic wear until recently was largely an underdeveloped space, however the introduction of brands like Lululemon has seen the segment explode. Nike is targeting 12% pa growth for the category. To do this they need to regain the mindscape of their audience. So whilst the product may be aimed at men the real winner here is Nike’s brand, as this signals a truly equal approach to its core target of women. Besides, it gives the national team the recognition it deserves, having twice won the Cup before and being odds on favourite to take it out again this year.

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