Latest news with #NikeWomen
Yahoo
25-06-2025
- Business
- Yahoo
Kipyegon's 4-minute mile bid backed by Nike to win back women runners
STORY: Nike is hoping its effort to help Olympic champion Faith Kipyegon run a mile in under four minutes will recapture the attention of women. Female consumers have been looking elsewhere for running shoes and clothes, leading to what one former Nike manager called an "obsession" with winning them back since at least 2021. Kenyan athlete Kipyegon's attempt, branded "Breaking4," is set for Thursday in Paris, as part of new CEO Elliott Hill's efforts to pull Nike out of a sales slump and improve its image. From 2021 to 2024, Nike's share of the global sports footwear market dropped almost 3 points to 26.3%, according to Euromonitor International, as consumers defected to smaller, newer brands. Nike's popularity has slipped with women in particular, seeing sales of Nike Women products grow just 4.4% over that three-year period, while Nike Men sales grew 13.5%. Nike's Chief Innovation Officer John Hoke told Reuters the company is doubling its investment in research on women athletes' anatomy and biodynamics versus 18 months ago. Kipyegon will wear new track spikes lighter than those she wore to win the 1,500-meter gold at the Olympics last year... as well as a running suit with 3D-printed beads to minimize friction and a 3D-printed sports bra Nike says is more breathable than anything on the market. Nike is putting its marketing emphasis on the bra, in development for more than two years, which it plans to bring to market commercially by 2028, Hoke said. But as it tries to regain credibility with women, it starts at a deficit. The company recently agreed to settle a 2018 lawsuit from female employees alleging discrimination. And a partnership with Kim Kardashian-owned Skims has drawn criticism by some former employees for an emphasis to make women "feel strong and sexy." Any record Kipyegon sets on Thursday would be unofficial, as she will have pacers and won't be in an official competition. And running experts are skeptical she can break a four-minute mile, which would require shaving 3.1% off her previous record. Sign in to access your portfolio
Yahoo
25-06-2025
- Business
- Yahoo
Steven Kwan steals second
Kipyegon's 4-minute mile bid backed by Nike to win back women runners STORY: Nike is hoping its effort to help Olympic champion Faith Kipyegon run a mile in under four minutes will recapture the attention of consumers have been looking elsewhere for running shoes and clothes, leading to what one former Nike manager called an "obsession" with winning them back since at least athlete Kipyegon's attempt, branded "Breaking4," is set for Thursday in Paris, as part of new CEO Elliott Hill's efforts to pull Nike out of a sales slump and improve its 2021 to 2024, Nike's share of the global sports footwear market dropped almost 3 points to 26.3%, according to Euromonitor International, as consumers defected to smaller, newer popularity has slipped with women in particular, seeing sales of Nike Women products grow just 4.4% over that three-year period, while Nike Men sales grew 13.5%.Nike's Chief Innovation Officer John Hoke told Reuters the company is doubling its investment in research on women athletes' anatomy and biodynamics versus 18 months will wear new track spikes lighter than those she wore to win the 1,500-meter gold at the Olympics last year... as well as a running suit with 3D-printed beads to minimize friction and a 3D-printed sports bra Nike says is more breathable than anything on the is putting its marketing emphasis on the bra, in development for more than two years, which it plans to bring to market commercially by 2028, Hoke as it tries to regain credibility with women, it starts at a company recently agreed to settle a 2018 lawsuit from female employees alleging a partnership with Kim Kardashian-owned Skims has drawn criticism by some former employees for an emphasis to make women "feel strong and sexy."Any record Kipyegon sets on Thursday would be unofficial, as she will have pacers and won't be in an official running experts are skeptical she can break a four-minute mile, which would require shaving 3.1% off her previous record. 2:36 Now Playing Paused Ad Playing
Straits Times
25-06-2025
- Business
- Straits Times
With Kipyegon, Nike hopes to break a record - and win back women runners
FILE PHOTO: Nike shoes are seen in the King of Prussia Mall, as global markets brace for a hit to trade and growth caused by U.S. President Donald Trump's decision to impose import tariffs on dozens of countries, in King of Prussia, Pennsylvania, U.S., April 3, 2025. REUTERS/Rachel Wisniewski/File Photo NEW YORK/LONDON - Nike is betting its endeavor to help Kenyan athlete Faith Kipyegon run a mile in under four minutes will recapture the attention of women consumers who have been looking elsewhere for running shoes and clothes. Industry experts and women runners say it will take more than a bold spectacle to draw women back to the brand. Kipyegon's attempt, branded "Breaking4", set for Thursday at the Stade Charléty in Paris, is part of new CEO Elliott Hill's efforts to pull Nike out of a sales slump and improve its image. From 2021 to 2024, Nike's share of the global sports footwear market dropped from 28.8% to 26.3%, according to Euromonitor International, with consumers defecting to smaller, newer brands like On and Hoka. Nike's popularity has slipped with women in particular. Sales of Nike Women products grew just 4.4% over that three-year period, while Nike Men sales grew 13.5%. Nike has been "obsessed with getting women back" since at least 2021, said a former Nike manager who requested anonymity as they were not authorized to speak publicly. Understanding its female consumer base and how to draw in more women has been a key internal priority as Lululemon and others have eaten into its market share among women, the person added. Beaverton, Oregon-based Nike declined to comment on those details. But Chief Innovation Officer John Hoke told Reuters the company is doubling its investment in research on women athletes' anatomy and biodynamics versus 18 months ago. Hoke declined to disclose the amount of that investment, but said in an interview that the company's Sports Research Lab historically "had over-indexed on males, so what we are doing is we're now right-sizing." Kipyegon will wear new track spikes that are lighter than those she wore to win 1,500-meter gold at the Olympics last year, a running suit with 3D-printed beads to minimize friction, and a 3D-printed sports bra Nike says is more breathable than anything on the market. Mindful that track spikes are a niche product, Nike is putting its marketing emphasis on the bra, in development for more than two years, which it expedited for Kipyegon's run, Hoke said. Prototypes have been tested on other Nike athletes, including WNBA star Caitlin Clark, he said, adding that the company plans to market it commercially by 2028. Nike's goal with Breaking4 is to attract the attention of serious runners, says David Swartz, an analyst at Morningstar. But whether and when the publicity will translate to sales is unclear. Nike has launched a line of running shoes and clothes in Kipyegon's name, but the people most likely to buy them may not overlap with Breaking4's target audience. Angelina Monti, a Pittsburgh-based physiologist who, at 23, has already competed in 17 marathons, says she's intrigued by Kipyegon's effort, but isn't likely to base a purchase on it. LESS GROUNDBREAKING The market is more competitive now than in 2017, when Nike held its last unofficial record attempt - Breaking2 - in which athletes Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese attempted to run a marathon in under two hours. None succeeded at the time, but Kipchoge did break two hours in a subsequent 2019 attempt and the hype created around the Vaporfly shoes he wore helped Nike's market share in running climb to a record high. The Vaporfly, first introduced in 2016, included a carbon plate to help runners go faster for longer, and sparked a "super shoe" race among sports brands. Nike's innovations for Kipyegon's attempt seem less groundbreaking, experts say. "The suit seems to be quite unique and envelope-pushing, whereas the footwear just seems to be a better version of what she has run in in the past," said running shoe designer Richard Kuchinsky. Still, "it's nice to see (Nike) invest in a woman, even if this one feels more of a stretch than Breaking2," said Alison Wade, a former college track & field coach and creator of Fast Women, a newsletter dedicated to women's competitive distance running. Nike has announced several initiatives focused on women since Hill took over, including the "After Dark Tour" series of half-marathon and 10-kilometre races in seven cities around the world. But as it tries to regain credibility with women, it starts at a deficit. In April, the company agreed to settle a 2018 lawsuit from female employees alleging widespread workplace discrimination. Nike's partnership with Kim Kardashian-owned Skims drew criticism from some former employees for its emphasis on products to make women "feel strong and sexy." The partnership has yet to launch a product. Any record Kipyegon sets on Thursday would be unofficial, as she will have pacers and won't be in an official competition. Running experts are skeptical Kipyegon can break a four-minute mile, which would require shaving 3.1% off her previous record. "But," Wade said, "maybe Nike has something up its sleeve and it'll turn out we were all wrong." REUTERS Join ST's Telegram channel and get the latest breaking news delivered to you.
Irish Examiner
25-06-2025
- Business
- Irish Examiner
With Faith Kipyegon, Nike hopes to make history, and win back female runners
Nike is betting its endeavor to help Kenyan athlete Faith Kipyegon run a mile in under four minutes will recapture the attention of female consumers who have been looking elsewhere for running shoes and clothes. Industry experts and female runners say it will take more than a bold spectacle to draw women back to the brand. Kipyegon's attempt, branded Breaking4, set for Thursday at the Stade Charléty in Paris, is part of new CEO Elliott Hill's efforts to pull Nike out of a sales slump and improve its image. From 2021 to 2024, Nike's share of the global sports footwear market dropped from 28.8% to 26.3%, according to Euromonitor International, with consumers defecting to smaller, newer brands like On and Hoka. Nike's popularity has slipped with women in particular. Sales of Nike Women products grew just 4.4% over that three-year period, while Nike Men sales grew 13.5%. Nike has been "obsessed with getting women back" since at least 2021, said a former Nike manager who requested anonymity as they were not authorized to speak publicly. Understanding its female consumer base and how to draw in more women has been a key internal priority as Lululemon and others have eaten into its market share among women, the person added. Nike declined to comment on those details. But Chief Innovation Officer John Hoke told Reuters the company is doubling its investment in research on female athletes' anatomy and biodynamics versus 18 months ago. Hoke declined to disclose the amount of that investment, but said in an interview that the company's Sports Research Lab historically "had over-indexed on males, so what we are doing is we're now right-sizing." Kipyegon will wear new track spikes that are lighter than those she wore to win 1500m gold at the Olympics last year, a running suit with 3D-printed beads to minimize friction, and a 3D-printed sports bra Nike says is more breathable than anything on the market. Mindful that track spikes are a niche product, Nike is putting its marketing emphasis on the bra, in development for more than two years, which it expedited for Kipyegon's run, Hoke said. Prototypes have been tested on other Nike athletes, including WNBA star Caitlin Clark, he said, adding that the company plans to market it commercially by 2028. Nike's goal with Breaking4 is to attract the attention of serious runners, says David Swartz, an analyst at Morningstar. But whether and when the publicity will translate to sales is unclear. Nike has launched a line of running shoes and clothes in Kipyegon's name, but the people most likely to buy them may not overlap with Breaking4's target audience. Angelina Monti, a Pittsburgh-based physiologist who, at 23, has already competed in 17 marathons, says she's intrigued by Kipyegon's effort, but isn't likely to base a purchase on it. LESS GROUNDBREAKING The market is more competitive now than in 2017, when Nike held its last unofficial record attempt - Breaking2 - in which athletes Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese attempted to run a marathon in under two hours. None succeeded at the time, but Kipchoge did break two hours in a subsequent 2019 attempt and the hype created around the Vaporfly shoes he wore helped Nike's market share in running climb to a record high. The Vaporfly, first introduced in 2016, included a carbon plate to help runners go faster for longer, and sparked a "super shoe" race among sports brands. Nike's innovations for Kipyegon's attempt seem less groundbreaking, experts say. "The suit seems to be quite unique and envelope-pushing, whereas the footwear just seems to be a better version of what she has run in in the past," said running shoe designer Richard Kuchinsky. Still, "it's nice to see (Nike) invest in a woman, even if this one feels more of a stretch than Breaking2," said Alison Wade, a former college track & field coach and creator of Fast Women, a newsletter dedicated to women's competitive distance running. Nike has announced several initiatives focused on women since Hill took over, including the "After Dark Tour" series of half-marathon and 10-kilometre races in seven cities around the world. But as it tries to regain credibility with women, it starts at a deficit. In April, the company agreed to settle a 2018 lawsuit from female employees alleging widespread workplace discrimination. Nike's partnership with Kim Kardashian-owned Skims drew criticism from some former employees for its emphasis on products to make women "feel strong and sexy." The partnership has yet to launch a product. Any record Kipyegon sets on Thursday would be unofficial, as she will have pacers and won't be in an official competition. Running experts are skeptical Kipyegon can break a four-minute mile, which would require shaving 3.1% off her previous record. "But," Wade said, "maybe Nike has something up its sleeve and it'll turn out we were all wrong." Reuters
The Star
25-06-2025
- Business
- The Star
With Kipyegon, Nike hopes to break a record - and win back women runners
NEW YORK/LONDON (Reuters) -Nike is betting its endeavor to help Kenyan athlete Faith Kipyegon run a mile in under four minutes will recapture the attention of women consumers who have been looking elsewhere for running shoes and clothes. Industry experts and women runners say it will take more than a bold spectacle to draw women back to the brand. Kipyegon's attempt, branded "Breaking4", set for Thursday at the Stade Charléty in Paris, is part of new CEO Elliott Hill's efforts to pull Nike out of a sales slump and improve its image. From 2021 to 2024, Nike's share of the global sports footwear market dropped from 28.8% to 26.3%, according to Euromonitor International, with consumers defecting to smaller, newer brands like On and Hoka. Nike's popularity has slipped with women in particular. Sales of Nike Women products grew just 4.4% over that three-year period, while Nike Men sales grew 13.5%. Nike has been "obsessed with getting women back" since at least 2021, said a former Nike manager who requested anonymity as they were not authorized to speak publicly. Understanding its female consumer base and how to draw in more women has been a key internal priority as Lululemon and others have eaten into its market share among women, the person added. Beaverton, Oregon-based Nike declined to comment on those details. But Chief Innovation Officer John Hoke told Reutersthe company is doubling its investment in research on women athletes' anatomy and biodynamics versus 18 months ago. Hoke declined to disclose the amount of that investment, but said in an interview that the company's Sports Research Lab historically "had over-indexed on males, so what we are doing is we're now right-sizing." Kipyegon will wear new track spikes that are lighter than those she wore to win 1,500-meter gold at the Olympics last year, a running suit with 3D-printed beads to minimize friction, and a 3D-printed sports bra Nike says is more breathable than anything on the market. Mindful that track spikes are a niche product, Nike is putting its marketing emphasis on the bra, in development for more than two years, which it expedited for Kipyegon's run, Hoke said. Prototypes have been tested on other Nike athletes, including WNBA star Caitlin Clark, he said, adding that the company plans to market it commercially by 2028. Nike's goal with Breaking4 is to attract the attention of serious runners, says David Swartz, an analyst at Morningstar. But whether and when the publicity will translate to sales is unclear. Nike has launched a line of running shoes and clothes in Kipyegon's name, but the people most likely to buy them may not overlap with Breaking4's target audience. Angelina Monti, a Pittsburgh-based physiologist who, at 23, has already competed in 17 marathons, says she's intrigued by Kipyegon's effort, but isn't likely to base a purchase on it. LESS GROUNDBREAKING The market is more competitive now than in 2017, when Nike held its last unofficial record attempt - Breaking2 - in which athletes Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese attempted to run a marathon in under two hours. None succeeded at the time, but Kipchoge did break two hours in a subsequent 2019 attempt and the hype created around the Vaporfly shoes he wore helped Nike's market share in running climb to a record high. The Vaporfly, first introduced in 2016, included a carbon plate to help runners go faster for longer, and sparked a "super shoe" race among sports brands. Nike's innovations for Kipyegon's attempt seem less groundbreaking, experts say. "The suit seems to be quite unique and envelope-pushing, whereas the footwear just seems to be a better version of what she has run in in the past," said running shoe designer Richard Kuchinsky. Still, "it's nice to see (Nike) invest in a woman, even if this one feels more of a stretch than Breaking2," said Alison Wade, a former college track & field coach and creator of Fast Women, a newsletter dedicated to women's competitive distance running. Nike has announced several initiatives focused on women since Hill took over, including the "After Dark Tour" series of half-marathon and 10-kilometre races in seven cities around the world. But as it tries to regain credibility with women, it starts at a deficit. In April, the company agreed to settle a 2018 lawsuit from female employees alleging widespread workplace discrimination. Nike's partnership with Kim Kardashian-owned Skims drew criticism from some former employees for its emphasis on products to make women "feel strong and sexy." The partnership has yet to launch a product. Any record Kipyegon sets on Thursday would be unofficial, as she will have pacers and won't be in an official competition. Running experts are skeptical Kipyegon can break a four-minute mile, which would require shaving 3.1% off her previous record. "But," Wade said, "maybe Nike has something up its sleeve and it'll turn out we were all wrong." (Reporting by Helen Reid in London and Nicholas Brown in New York, Editing by Lisa Jucca and Bill Berkrot)
