Nike Pushes Women’s Business

Nike is feeling feminine for spring.

The Beaverton, Ore.-based brand invited 27 top athletes from around the world to test drive its new collection.

“Our relationship with our digital community of 65 million women, coupled with great product innovation, is driving our momentum and we expect to add another $2 billion in revenue to reach $7 billion by fiscal year 2017,” Nike President and CEO Mark Parker said in a statement.

Olympic gold medalists including Shelly-Ann Fraser-Pryce, Allyson Felix and Sanya Richards-Ross were among the woman chosen to showcase the breadth of the line.

“With such an explosion of creativity in sport and a growing lifestyle that seamlessly integrates her run and workout with the rest of her day, Nike has never been better positioned for growth,” Amy Montagne, VP and GM of Nike Women, added. “We’re introducing the most comprehensive and innovative women’s collection Nike has ever created.”

The athletic brand also invited journalists to a digital exercise experience Wednesday night in New York. Led by a female voice generated by a giant cube — and some carefully placed neon-clad trainers — Nike put local and international editors through their paces with a six-phase program that combined yoga, dance and Brazilian martial arts.

Nike’s new line spans running and training, and includes new versions of its Flyknit footwear.

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