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Nike jumps into the maternity clothing market with the creation of Nike (M)

Reggie Wade
·Writer
·2 min read
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Nike (NKE) is getting into the maternity clothing market with the creation of Nike (M). According to Nike, the new line of maternity clothing looks to bring sports science to maternity apparel. The Swoosh brand’s design team says that the new line has a particular emphasis on style and performance.

Nike started its research on the needs of expecting mothers three years ago. The Oregon-headquartered company tells Yahoo Finance that it applied data from more than 150,000 body scans of women worldwide to determine how the body grows during pregnancy. The company also worked closely with 30 female athletes who were either pregnant or post-partum to listen to their needs and gather their input and ideas. These included elite and everyday athletes.

Nike (M) maternity line — NIKE
Nike (M) maternity line — NIKE

At launch, the line includes 4 items: The Nike (M) Swoosh Bra - $55, the Nike (M) Pull Over - $85, the Nike (M) Tank - $45, and the Nike One (M) Tight - $60.

According to Grand View Research, the global maternity wear market size was valued at $18.3 billion in 2018, so it comes at no surprise that the global sportswear company would jump into the market.

One unique part of Nike (M)’s marketing strategy is that the brand is viewing maternity as a continuation of a woman’s athletic life rather than a pause.

“Nike is listening to and learning from a much broader range of athletes, at all levels, and all body shapes. And as one of the most transformative stages of a woman’s life, we want to help ensure Motherhood was the start of a new stage – not a stop – in a woman’s sports journey,” Carmen Zolman senior design director of apparel innovation at Nike, said.

Michelle WIE West — NIKE
Michelle WIE West — NIKE

The line is made with sustainability in mind. The tight utilizes a recycled bronze material composed of about 83% recycled polyester. The tank is composed of about 88% recycled polyester. The cover is composed of about 78% recycled polyester and 10% organic cotton, according to the company.

Nike also put a premium on the durability of the new line’s fabric to accommodate the changing body of expecting moms. The swoosh brand says that the new tank, bra, and tight were stretched upwards of 17 hours to their 100% max a move done to ensure the fabric recovered to its original form. The sports bra even includes easy access for nursing and the inside panel can accommodate a nursing pump.

Reggie Wade is a writer for Yahoo Finance. Follow him on Twitter at @ReggieWade.

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