Nike announced the launch of Nike Unlaced ‘a fantasy sneaker destination for women’ at Paris Fashion Week, a new project aimed at redefining the future state of footwear for women.

With the female sneaker consumer at its heart, the Unlaced project is NikeWomen’s key statement for 2018, designed to inspire new and innovative curations, product styling and collaborations, whilst also helping to increase female representation in a predominantly male dominated sneaker community.

Nike’s Unlaced project will also aim to increase the progress of professional and everyday athletes with women’s-specific designs and new female voices, challenging the sneaker status quo.

FOUR WAYS NIKE IS THINKING ABOUT WOMEN’S SNEAKERS DIFFERENTLY

EXPANDED SIZING – unisex sizing on select styles and collaborative collections such as Virgil Abloh X Nike The TEN reducing the frustration of missing out on sizes. Sizes will also extend to Nike Air Force 1 and Air Max lines, providing ever-increasing options to collect, rock or stock.

UNIQUE RETAIL EXPERIENCES – local Nike Unlaced product curations by influential creatives and stylists from New York, Paris, London, Shanghai and more are coming soon.

EXCLUSIVE SERVICES – from personalised styling to VIP member experiences (including same-day delivery and exclusive hours), Nike Unlaced will increase connectivity and access to sneakers for women.

NEW VOICES – Creative partnerships with the likes of A.L.C.’s Andrea Lieberman and the International Girls Crew on the iconic Nike Cortez have also given new scope to sneaker collaborations; another highlight is the recent The 1 Reimagined project, Nike’s first collection of footwear designed entirely by a 14-strong female design collective.