Nike targets female sneaker fans with new Unlaced project

Nike has unveiled, Unlaced – a "fantasy sneaker destination for women" at Paris Fashion Week – a new project aimed at "redefining the future state of footwear for women".

The Unlaced project is NikeWomen’s "key statement for 2018" and has been designed to inspire new and innovative product styling and collaborations, while also helping to increase female representation in the predominantly male dominated sneaker community.

Initiatives under the Unlaced umbrella include unisex sizing on select styles and collaborative collections such as Virgil Abloh X Nike The TEN to prevent women from feeling frustrated at missing out on sizes. The extended sizing will also be applied to the Nike Air Force 1 and Air Max lines.

It will also result in local Nike Unlaced product curations by influential creatives and stylists from New York, Paris, London, Shanghai and more, as well as exclusive services such as personalised styling to VIP member experiences (including same-day delivery and exclusive hours).

New "voices" will also be introduced to the design process. 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" Nike said. It also highlighted its recent The 1 Reimagined project, Nike’s first collection of footwear designed entirely by a 14-strong female design collective.