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Business of Fashion
21 hours ago
- Business
- Business of Fashion
Is Nike Finally Winning With Women?
Twenty years ago, The New York Times published a story headlined 'Nike Changes Strategy on Women's Apparel,' detailing the company's latest effort to win over that market 'after years of failures.' The strategy in May 2005: Mailing catalogs for its Nikewomen line to 600,000 homes, revamping and opening a new women's store in a New York suburb. Both the website and the store shut down long ago. For years after, Nike would repeatedly roll out new products, marketing and retail concepts aimed at female athletes. While it's built a sizeable business – $8.6 billion in wholesale sales alone in its last fiscal year – women's apparel and footwear never became the catalyst for growth or cultural clout that successive generations of Nike executives hoped. Meanwhile, the brand sometimes found itself on the defensive over its treatment of women. Customers complained of uninspired products and superficial marketing. Female employees at Nike's Beaverton, Oregon headquarters spoke to The Wall Street Journal and The New York Times of a boy's club culture where women were sidelined and passed over for advancement. The final lawsuit stemming from those investigations was settled in April of this year. In one two-year stretch, Nike lost two of its highest-profile female athletes, track star Allyson Felix and gymnastics gold medalist Simone Biles, to Gap-owned Athleta. ADVERTISEMENT Now, Nike is once again in the middle of a major push to win over women. This time, it seems to be working. For the first time in years, the storytelling and cultural cachet around Nike Women rivals – some would say, exceeds – what the brand is doing with men's sports or athletes. In February, Nike aired its first Super Bowl ad in nearly three decades — 'So Win,' a 60-second spot celebrating women athletes, starring WNBA superstars Caitlin Clark and A'ja Wilson, sprinter Sha'Carri Richardson and others. Months later, Nike's main Instagram account, with 300 million followers, is dominated by images of female athletes and Nike Women's gear. Nike's "So Win' Super Bowl campaign featured track and field star Sha'Carri Richardson. (Courtesy/Courtesy) It followed up in May with a campaign for Wilson to promote the release of her signature shoe, the 'A'One Pink Aura,' which sold out within minutes of hitting Nike's SNKRS app and the brand's website. 'Look who's back!' former Nike marketing executive Adrienne Lofton wrote under an Instagram post of the campaign, captioned: 'From the playground to the playoffs, real ones know there's only one A'ja.' Aja Wilson's "A'One" signature basketball shoe for Nike sold out within minutes of its release in May. (Courtesy/Courtesy) On the product innovation front, Nike is backing Kenyan runner Faith Kipyegon in her quest to become the first woman to run a mile in under four minutes, which she'll attempt on June 26 at Stade Charléty in Paris. NikeSkims, its upcoming partnership with Kim Kardashian's shapewear label, is being set up as the next Jordan Brand, with a line of training apparel, footwear and accessories set to drop any day now, and a global expansion planned for 2026. Nike is backing Kenyan runner Faith Kipyegon in her quest to become the first woman to run a mile in under four minutes. (Courtesy/Courtesy) In the ultimate vote of confidence, Nike named Amy Montagne — who has overseen these initiatives as general manager of its women's division — as brand president in May. Nike has also elevated other women to key leadership roles, including Ann Miller as EVP of global sports marketing and Nicole Graham as executive vice president and chief marketing officer. 'What I've really heard from everyone is — especially having experiences with so many women around the company — seeing me do this makes them see that they can as well,' Montagne told The Business of Fashion. ADVERTISEMENT At a time when Nike is trying to find its way out of its worst slump in decades, its ability to authentically connect with the female consumer could prove critical to turning things around. It's too soon to know whether these moves will translate into sales. In the last fiscal year, ending in May 2024, women's wholesale revenue overall was flat, and had grown at an average annual rate of 5.6 percent over the last decade, slightly slower than the overall business. Its share of the wholesale business, 21 percent last year, was virtually unchanged. However, the company said in December that growth in women's basketball and running exceeded men's late last year (new annual figures will be released in June with the company's annual results). Nike Women's has momentum, but the brand has taken its swing before. This time, it's the follow-through that counts. 'It's clear that to become a $50 billion-revenue business, Nike has had to focus on selling to [men and women],' said Simeon Siegel, managing director and senior analyst at BMO Capital Markets. 'But at the same time, they've clearly had their favourites.' Courting Women By sheer volume, Nike is already a powerhouse in women's athletic apparel. Its closest competitor, Lululemon, generated about $6.7 billion in women's sales last year. Where Nike has stumbled, said Siegel, is in 'voice' and 'perception' — the emotional connection that fosters lasting loyalty, particularly among women. This disconnect isn't unique to Nike. Brands have historically underinvested in the women's sports market, said Portia Blunt, who has held senior roles at Reebok and New Balance. 'As a whole, in the athletic industry, the women's space is always ripe,' Blunt said. 'It's always on the 'idea board' as white space. That tells us brands still aren't fully hitting the mark when it comes to capturing a potential audience.' ADVERTISEMENT This gap created an opening for Lululemon, and later, Alo Yoga and Skims. With sharp messaging and expansive offerings that went beyond the old 'shrink it and pink it' playbook, they captured territory Nike hadn't fully claimed, said Matt Powell, senior advisor at BCE Consulting. It's not that Nike ignored women's sports — the brand has put female athletes front and centre in its marketing practically from the start. In interviews, both Montagne and Nike vice president of global sports marketing Tanya Hvizdak noted Nike's backing of Joan Benoit Samuelson, the first women's Olympic marathon champion, in 1984. It's been a marketing partner of the WNBA since 1997, and made an equity investment in the league in 2022. Serena Williams wore Nike for most of her three-decade tennis career; her name graces a building on the Beaverton campus. The Serena Williams Building at Nike's Beaverton headquarters. (Courtesy/Courtesy) But Nike traded away some of the goodwill those partnerships brought with a very 'male-centric' go-to-market strategy, Powell said. 'They're saying, 'Oh, we got a new sports bra, it's the only sports bra she'll ever need,' he said. 'If she's doing yoga, she needs one kind of bra. If she's a runner, she needs another type of sportswear. And to say there's only she only needs one completely ignores her needs. That's how a guy would think.' Turning the Corner Nike's latest women's campaign has roots in a pivotal period for the brand. In 2018, it faced internal turmoil after the WSJ investigation, prompting a public apology from then-chief executive Mark Parker. By spring 2019, Olympic champion Allyson Felix had parted ways with Nike, citing inadequate maternity protections and a proposed pay cut — a flashpoint in broader criticism of how the brand treated women athletes. 'If you were to go back to that period, our female athletes were saying that they wanted more from us; there were opportunities for us to lean in in a greater capacity,' Hvizdak said. That summer, the 2019 Women's World Cup in France became a breakout moment for women's sports, drawing record viewership and cultural momentum. Nike had poured significant resources into the tournament, and its 'Dream With Us' ad featuring the US team drew widespread acclaim. Nike's national strips for the Women's World Cup | Source: Nike News Nike's national strips for the Women's World Cup | Source: Nike News 'All of us were saying, 'Women's sport is going to take off,'' said Montagne, who oversaw the campaign. In 2021, Nike launched its Athlete Think Tank — a collective of female athletes, including A'ja Wilson, brought together to share ideas, collaborate, and help Nike improve the athlete experience both on and off the field. Out of the cohort, now in its fifth iteration, came innovations like a new maternity line in 2022 and leak-protection shorts in 2023, designed to minimize the risk of leaks during menstruation and physical activity. 'The premise of the [Think Tank] was, 'how do we bring [women's] voices throughout the entirety of our organisation?'' said Hvizdak. Nike's campaign with Wilson embodies the brand's evolution. Splashed across both its main Instagram grid and the Nike Women's account, the campaign leans into Wilson's trademark humility while unapologetically centering her Black identity. There's an image of diamond grills between pink-glossed lips — and in the campaign video, little Black girls with braids clapping to a rhyme about Wilson, and an actress portraying a young Wilson being shushed by her grandmother in church. 'A'ja helped co-create everything about that launch from a product perspective — her voice was singular,' Hvizdak said. 'Those insights came through all the details within that product, in regards to the fit and feel of it … And then when you're talking about the community aspect and the storytelling, she wanted to make sure that it was tied to her community.' The "A'One" for A'ja Wilson. (Courtesy/Courtesy) Beyond the high-profile campaign and signature shoe launch, Nike has put real backing behind Wilson — supporting her 'Dear Black Girls' book tour, bringing her to Paris Men's Fashion Week, and naming her the first signature athlete for its partnership with Lego, which includes apparel and footwear co-designed with the toy company. 'Our job is to fuel the voice of the athletes, and I think that's really what's coming through on the campaigns,' Montagne said. Overall, women's basketball has long been a challenging category — sales of performance basketball shoes have been sluggish generally, and women's footwear represent a tiny portion of that market. But brands also haven't stuck around long enough to unlock the sport's potential, said Blunt. '[They] invest for a season or two... and walk away because it's not turning fast enough in terms of the results you want to see,' she said. While Nike has long supported the WNBA, its track record of developing shoes for individual women athletes has been less consistent. After debuting several signature sneakers with WNBA stars in the league's early years, Nike went more than a decade without launching a new one for mass distribution. That changed in 2022 with the Air Deldon, designed for Washington Mystics star Elena Delle Donne. The following year, Nike introduced the Sabrina 1, a performance shoe for New York Liberty guard Sabrina Ionescu, which saw strong sales in both North America and China, according to the brand. Caitlin Clark stars in Nike's 'So Win' Super Bowl campaign. (Courtesy/Courtesy) Nike's investment in stars like Wilson — and 'ultimately Caitlin Clark,' a Nike athlete who many expect to receive her own shoe — could help shift that narrative and 'legitimize the women's basketball shoe business,' Powell said. NikeSims presents another opportunity. The collaboration aims to create a new brand and reinforce Nike's commitment to inclusivity through Skims' focus on body-sculpting apparel, Montagne said. 'The idea behind this new brand is to bring some disruption, to really disrupt the global fitness and activewear industry,' she said. 'We have a tremendous opportunity to invite more women into sport and movement.' NikeSKIMS will debut its first collection in the United States at select retail locations and online this spring. (Nike) Women at the Top Nike's representation of women has steadily increased in recent years. As of fiscal year 2023, women made up 51 percent of the company's global corporate workforce and 44 percent of its vice presidents and senior leaders. In 2020, those figures were 50 percent and 39 percent, respectively. 'If they continue down the path they are on, and it [remains] a long-term endeavor, then we'll see those numbers continue to increase,' said Blunt. 'I fundamentally believe that Nike does look at representation and having a diverse thought leadership as important — and you're starting to see proof in the pudding.' One of the clearest signs of Nike's leap forward is the rise of women leaders like Montagne — a 20-year Swoosh veteran who's twice led the women's category, and one of the architects behind the Skims deal. Amy Montagne is president of the Nike brand. (Courtesy/Courtesy) For the Nike brand, Montagne now leads across all product, storytelling, and what she describes as 'delivering the most amazing experiences for consumers, both physical and digital.' Having joined the company in 2005 as a senior director for kids apparel, Montagne says her tenure leading the women's business positioned her to take on a broader mandate — one that still hinges on the women's category as a key growth engine. 'Working in women's, you have to have the belief of what the future can be … and see a different future than how it is today,' she said. 'I take that spirit with me into this role.'
Boston Globe
09-05-2025
- General
- Boston Globe
Jon Batiste, Allyson Felix: Here are the people who will get honorary degrees at R.I. colleges and universities this year
Brown University Jon Batiste: The seven-time Grammy and Academy Award-winning singer, songwriter, and composer will be receiving an honorary doctorate of music. Allyson Felix: The five-time Olympian who is the most decorated American track and field athlete in history is being honored with a doctorate of humane letters. Eileen Hayes: The longtime president and CEO of Amos House, the Rhode Island organization that offers employment programs and housing for people facing addiction, poverty, hunger, and homelessness, will receive an honorary doctorate of humane letters. Suleika Jaouad: The Emmy Award-winning journalist and author of 'Between Two Kingdoms' and 'The Book of Alchemy' will receive an honorary doctorate of humane letters. William Kentridge: The South African artist known for his writing, drawing, and film work will receive an honorary doctorate of fine arts. Timothy Snyder: The leading historian on Ukraine, Central Europe, the Soviet Union and the Holocaust will receive an honorary doctorate of letters. Kevin Young: The acclaimed poet, essayist, poetry editor, and curator will receive an honorary doctorate of letters. Johnson & Wales University Greg Cook : The executive vice president and president of Institutional Group for Ecolab Inc. will receive a doctorate of business administration. Providence College Christopher K. Reilly: The co-founder of private investment firm, KarpReilly LLC, and the outgoing chair of the Providence College Board of Trustees will receive an honorary doctorate of business administration. The Most Rev. Richard G. Henning: The Catholic Archbishop of Boston will receive an honorary doctorate of sacred theology. Michael Cox: The 44th commissioner of the Boston Police Department will receive an honorary doctorate of public service. Ann Manchester-Molak: The retired executive vice president of Providence College will receive an honorary doctorate of communication. Judge Frank Caprio: The retired Providence Municipal Court judge will receive an honorary degree. Brother Ignatius Perkins: The founding director of the St. Martin de Porres, O.P. Center for Health and Human Dignity and professor of nursing at Providence College will receive an honorary doctorate of nursing. Ronald P. Stride: The retired senior vice president and managing partner-Asia for Booz Allen & Hamilton, a management consulting firm, will receive an honorary doctorate of business administration. Rhode Island College George Nee: The retired RI AFL-CIO labor leader will receive an honorary doctorate of humane letters. Princess Sirleaf Bomba: The social justice and education advocate and director of equity, community, and belonging at The Wheeler School in Providence will receive an honorary doctorate of humane letters. Bette Gallogly: The current shelter coordinator for Community Care Alliance will receive an honorary doctorate of humane letters. Jocelyn Foye: The executive director and co-founder of The Womxn Project, the grassroots organization committed to advancing bodily autonomy, civic engagement, and equity, will receive an honorary doctorate of humane letters. Maria Cimini: The director of the Rhode Island Office of Healthy Aging will receive an honorary doctorate of humane letters. Meghan Grady: The executive director of Meals on Wheels Rhode Island will receive an honorary doctorate of humane letters. Roger Williams University Cole Brauer : The first American woman sailor to race solo nonstop around the world will receive a doctorate of humane letters. Joseph M. Brito Jr.: The entrepreneur, philanthropist, and president and CEO of C.B. Utility Co., Inc. and C. Brito Construction Co., Inc., will receive a doctorate of humane letters. Kevin M. Lynch: The chief of police in Bristol, R.I., will receive an honorary doctorate of humane letters. Judge Clifton B. Newman: The retired South Carolina Circuit Court judge will receive an honorary doctorate of laws. University of Rhode Island Steven Feinberg: The executive director of the Rhode Island Film and Television Office will be honored with a doctorate of letters.
Yahoo
08-05-2025
- Sport
- Yahoo
Allyson Felix honors moms this Mother's Day with real talk on self-care and snack hero moments
Olympian Allyson Felix discusses the realities of motherhood—messy, powerful, and full of snack hero moments. When Allyson Felix traded in Olympic gold medals for diaper bags and daycare pickups, the world got to see a different kind of champion in motion. Felix, the most decorated female track and field Olympian of all time, is now doing the hardest race of all—motherhood. And like many moms, she's making it to the finish line with a car full of crumbs, unmatched socks, and a secret stash of Danimals smoothies. 'Perhaps the biggest – and most amazing – sprint of my life has been being a mom,' Felix admitted. However, Felix isn't afraid to admit that motherhood shook her to her core, not because of what it took away, but because of how much it revealed. 'I've definitely experienced that feeling of not being myself,' she shared, opening up to theGrio about the physical and emotional shifts postpartum. 'It's a really hard thing to deal with while you're also caring for a newborn and an older child. There's just so much happening with all the hormones and everything.' For Felix, healing postpartum isn't about 'bouncing back.' It's about giving herself grace. 'I try to do things that make me feel like me—and for me, that's being able to move my body,' she explained. 'It doesn't look the same as when I was training for five hours a day, but even if it's getting up early to go to a class or just doing crunches at home, understanding everything's for a season like, 'yes, right now looks like this, but it won't always look that way,' gives me hope.' In addition to physical care, self-care is also an important part of her routine. Now, self-care as a mom doesn't always come in the form of green juices or spa days. Sometimes, it's fast food and silence. 'Some days when it's all feeling overwhelming and too much, my favorite thing to do is just drive to In-N-Out and sit in the car and eat my Double-Double and fries in silence,' Felix confessed. 'Then I come back to it.' Those everyday reprieves matter. Because like so many mothers, Felix juggles a heavy plate: career, family, identity, all while remembering to make space for herself. 'I really can't take care of anybody else without taking care of myself,' she said. 'I try to structure [self-care] into my day, even if it means waking up early or doing something after bedtime. Just one thing that fulfills me.' That message of small wins is exactly why her recent partnership with Danimals feels so genuine. Through their Snack Hero campaign, Felix highlights the unsung victories of parenthood: the well-timed snack, the smooth school pickup, the extra five minutes of peace. 'This partnership has been incredible,' Felix said. 'It's all about being the Snack Hero—coming through for parents in a pinch. Every day when I pick up my daughter from school, her first question is, 'Do you have a snack for me?' Now I can reach for a smoothie and know that it's packed with calcium and vitamin D. I feel great about the nutritious snack I'm giving her.' To kick off the campaign, Felix surprised the youth track and field team, LA Jets, an iconic squad for kids ages 6 to 18, with a post-practice Danimals snack drop, helping other parents feel like Snack Heroes too. 'I had a blast teaming up with Danimals and passing the baton to the parents of the LA Jets athletes,' she said. 'I'm super excited that parents nationwide can now get the same experience through Instacart.' Parents can claim their own Snack Hero moment through Instacart, where users can score $15 worth of eligible Danimals snacks using the promo code SNACKHERO-15 (while supplies last). As the Academy of Nutrition and Dietetics reminds us, kids need one to two snacks daily depending on their age and physical activity level, an often overlooked task on a long parental to-do list. In addition to helping make snack time easier for parents with Danimals, Felix says she hopes all mothers and maternal figures 'feel seen and celebrated' this Mother's Day. 'You all do so much—whether it's as grandmothers, caretakers, or mother figures,' she said. 'You know, I think motherhood looks so different, and there are so many ways to show up as a mom in someone's life, and often it's thankless work. So I just hope that they feel all the love on their special day.' More must-reads: 'Not guilty' verdicts for three officers in Tyre Nichols' case are a gut punch to Black America Quavo's Rocket Foundation honored mothers who have lost a child to gun violence this Bereaved Mother's Day Marc Lamont Hill angrily shuts down Piers Morgan's request for white woman to use N-word in front of him
Forbes
06-05-2025
- Sport
- Forbes
Gabby Douglas Named To U.S. Olympic And Paralympic Hall Of Fame
LONDON, ENGLAND - AUGUST 02: Gabrielle Douglas of the United States reacts after he competes on the ... More balance beam in the Artistic Gymnastics Women's Individual All-Around final on Day 6 of the London 2012 Olympic Games at North Greenwich Arena on August 2, 2012 in London, England. (Photo by) Getty Images Olympic champion Gabby Douglas has been named to the U.S. Olympic and Paralympic Hall of Fame, as announced Tuesday by the United States Olympic & Paralympic Committee (USOPC). A three-time Olympic gold medalist, Douglas leads a star-studded 2025 induction class that includes iconic figures such as Serena Williams, Allyson Felix, Kerri Walsh Jennings, and legendary basketball coach Mike Krzyzewski. Douglas and her class will be officially inducted on Saturday, July 12. Hall of Fame classes are composed of five Olympians, three Paralympians, two legends, one Olympic team, one Paralympic team, one Olympic or Paralympic coach, and one special contributor. The 2025 inductees are as follows: Steve Cash (Sled Hockey), Anita DeFrantz (Legend: Rowing), Allyson Felix (Track and Field), Susan Hagel (Para Archery, Para Track and Field), Flo Hyman (Legend: Indoor Volleyball), Kerri Walsh Jennings (Beach Volleyball), Mike Krzyzewski (Coach: Basketball), Phil Knight (Special Contributor: Nike Founder), Bode Miller (Alpine Skiing), Marla Runyan (Para Track and Field), Serena Williams (Tennis), and two teams: the 2010 Four-man Bobsled Team and the 2004 Women's Wheelchair Basketball Team. Forbes Simone Biles And Olivia Dunne Headlined The Kentucky Derby — Why It Mattered By Caroline Price In order to be inducted, National Governing Bodies and members of the U.S. Olympic and Paralympic communities must nominate individuals. 'All complete and eligible nominations are shared with the U.S. Olympic Hall of Fame Nominating Committee for consideration. The nominating committee then narrows down the field and selects the finalists for the hall of fame ballot,' the USOPC states. Lastly, votes from members of the U.S. Olympic and Paralympic families, National Governing Bodies and Team USA fans determine the finalists. With her induction, Douglas becomes only the fourth female gymnast to enter the Hall of Fame, joining 1984 Olympic All-Around Champion Mary-Lou Retton, 7-time Olympic medalist Shannon Miller, and 2008 Olympic All-Around Champion Nastia Liukin. Douglas burst onto the stage at the 2012 London Olympics, claiming the all-around gold medal over Russian favorite Viktoria Komova. She also led the U.S. women's team, dubbed the 'Fierce Five' to its first gold medal since the 1996 Olympic Games. LONDON, ENGLAND - JULY 31: Mc Kayla Maroney, Jordyn Wieber, Gabrielle Douglas, Alexandra Raisman ... More and Kyla Ross of the United States celebrate after winning the gold medal in the Artistic Gymnastics Women's Team final on Day 4 of the London 2012 Olympic Games at North Greenwich Arena on July 31, 2012 in London, England. (Photo by) Getty Images She mounted a comeback in 2015, successfully battling onto the 2015 World Championship and 2016 Olympic teams. In Rio de Janeiro, the defending Olympic all-around champion helped the U.S. women to their second consecutive team gold medal. In addition to Douglas' remarkable competitive resume, she was also an inspiration and catalyst for the rise of African American involvement in a predominantly white sport. The USOPC attests to Douglas' qualifications in a detailed biography: "Gabby Douglas made history at the Olympic Games London 2012, becoming the first Black woman to win the all-around gold medal in gymnastics. A trailblazer and two-time Olympic team gold medalist (2012, 2016), Douglas also contributed to two world championship team titles, earning a total of six medals across the Olympic and world stages. She was the first U.S. gymnast to capture gold in both the all-around and team competitions at a single Olympic Games—a feat she achieved in London—and is one of only two American women to win back-to-back Olympic team golds. At just 16 years old, Douglas broke barriers and redefined what was possible in the sport. Her groundbreaking achievements helped pave the way for future generations of gymnasts, including Simone Biles, who would go on to continue her legacy of excellence and representation on the global stage." Prior to today's announcement, the USOPC Hall of Fame included one hundred and nineteen Olympians and Paralympians, 11 teams, five coaches, and 19 special contributors. In July, Douglas will officially join them. Forbes Olympic Gymnast Fred Richard Sets Guinness World Record By Caroline Price
The Star
06-05-2025
- Sport
- The Star
Olympics-Felix, Williams headline USOPC Hall of Fame class
FILE PHOTO: Tokyo 2020 Olympics - Athletics - Women's 4 x 400m Relay - Final - Olympic Stadium, Tokyo, Japan - August 7, 2021. Allyson Felix of the United States celebrates after winning gold REUTERS/Lucy Nicholson/File Photo NEW YORK (Reuters) -Track's most decorated female Olympian Allyson Felix and tennis's 23-times major winner Serena Williams headline the United States Olympic & Paralympic Committee's 2025 Hall of Fame class announced on Tuesday. The pair were inducted along with gymnastic trailblazer Gabby Douglas and alpine skier Bode Miller. Felix won 11 medals, including seven golds, in an Olympic career that spanned five Games and became an advocate for working mothers and Black maternal healthcare after experiencing life-threatening complications during her pregnancy in 2018. Serena Williams and her sister, Venus, formed the most successful doubles team in Olympic history with three golds in 2000, 2008 and 2012, and Williams added a singles gold in London, as well. "This induction celebrates not only their remarkable performances and lasting impact but also acknowledges the essential contributions of those who supported their journeys every step of the way," USOPC CEO Sarah Hirshland said in a statement. Other inductees included three-time Olympic champion Douglas, the first Black woman to win gymnastics' all-around Olympic gold medal, and Miller, who earned gold in the super combined in Vancouver and picked up four more world championship golds. (Reporting by Amy Tennery in New YorkEditing by Toby Davis)
