Nike’s Inclusive Women’s Sneaker Store Offers Men’s Styles and a ‘No-Rules’ Shopping Experience

A new online sneaker boutique from Nike — Unlaced — points exclusively to women, offering a mix of seasonal offerings, customizable options and curated collections.

Launched March 27 in the U.S. and U.K., Nike Unlaced will update weekly, including new limited colorways of the Air Max 97, Air VaporMax and Air Max 270. Along with seasonal releases, Nike will partner with creatives and athletes to curate styles, colors and silhouettes for a portion of Unlaced. Every month, one of the partners will reveal a customized shoe with limited units available for purchase, and offer customization ideas.

European stylists Julia Sarr-Jamois steps in for the first six weeks of Unlaced. “This is all about inclusion, so that women can feel like they can wear different styles, such as a men’s sneaker,” she says. “I wanted to balance fun, a bit of classic and new silhouettes — and to encourage people to understand that there are no rules.”

A new Nike Uptempo colorway in the Unlaced shop
A new Nike Uptempo colorway in the Unlaced shop.

As part of Sarr-Jamois’ effort, large silhouettes take center stage with the Air Max 95 and 97, and big logos in an Air More Uptempo with a North American-exclusive colorway. “It’s nice for women to be able to wear something that’s not dainty,” she said. “The Uptempo is my favorite shoe, and I just love how huge it is.” Sarr-Jamois will also feature plenty of pink, her favorite color.

Portions of the Unlaced catalog will offer customers the chance to remove or move logos and change or add accessories.

Julia Sarr-Jamois designs a Nike Cortez for Unlaced
Julia Sarr-Jamois designs a Nike Cortez for Unlaced.

Nike Unlaced shop-in-shops within existing Nike stores will open internationally beginning this summer, offering localized curations.

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