Nike is helping to redefine inclusivity in sportswear, having just introduced para-sports and plus-size mannequins to its NikeTown London Flagship store. Para-sports, also known as adaptive and disability sports, includes activities for people with disabilities.
However, this inclusion and significance of the para-sport mannequin have been largely overlooked due to the heated discussions surrounding its plus-size mannequins. Sportswear brands notoriously only feature able-bodied mannequins, so the fact that a major company like Nike has promoted the visibility of disabled bodies is a major step forward.
“Highlighting a full range of athlete figures, the space shows multiple plus-sized and para-sport mannequins, a first for the city’s store,” Nike said in a statement to USA Today.
On the new move Nike shard in a press release, “To celebrate the diversity and inclusivity of sport, the space will not just celebrate local elite and grassroot athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space.” NikeTown is the first Swoosh location to feature plus-size and para-sports mannequins, with more stores to come in the near future.