Nike joins lifestyle battle with women's 'streetwear' collection

Nike: launching women's 'streetwear' collection
Nike: launching women's 'streetwear' collection

Nike, the world's biggest sportswear manufacturer, is going to head-to-head with lifestyle brands such as Abercrombie & Fitch and Jack Wills with its launch of a streetwear collection for women.

Nike's product launches come at an important time for sports brands, as they gear up for the London 2012 Olympics.

Although Nike is not an official sponsor of the Games, it backs many high-profile international athletes.

Unveiling its collection at the Bread and Butter fashion trade show in Berlin, the sports brand showcased double-washed hoodies and jackets in new materials such as linen.

A spokeswoman for Nike described the range as based on a 'Californian beach style'.

New products include denim bags, oversized T-shirts and trend-led women's shoes with thinner soles than those of its trainers range. The range will go on sale in the UK over the next few months.

The company is the latest major performance-focused sportswear and equipment brand to broaden its appeal beyond the core athletics arena into a lifestyle proposition. Puma is forging ahead with a marketing strategy centred on promoting the brand to the 'after-hours athlete', such as consumers who enjoy sports such as pool, bowling and table-football.

This strategy has been activated in the UK with experiential activity and events sponsorship.

Meanwhile, Adidas' dance and celebrity positioning has ensured that the brand's Originals range has become more of a lifestyle brand than a pure sportswear one.

Nike is also promoting its association with women's football at the FIFA Women's World Cup, which is currently taking place in Germany. The final of the competition will be played on 17 July.

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