• Anne Heaney, Director

Nike's Unlaced Shop is Joined by a Fashion Superstar

For those who love fashion, the Paris boutique Colette was simply one of the best stores in the world.

Over the past two decades, it’s fair to say that no other retail destination has remained so consistently cool, so desirable, so full of surprise, and so uniquely playful as the boutique run by Colette Roussaux and her daughter, Sarah Andelman, at 213 Rue Saint-Honoré,

Andelman, the former creative director of Colette has now joined Nike as the global curator of Unlaced, the "fantasy sneaker destination for women" that it announced in February. The partnership will debut with a selection of items at Unlaced site on Oct. 25, including a mix of basics, performance styles, and something “a bit more crazy,” Andelman told WWD.

At Colette, Andelman was known for always showcasing exciting products—as well as finding unexpected collaborators, spotting new talent, and creating a retail space that was itself a destination. Colette would make a scarf with Hermes or a bear shaped aroma diffuser with Medicom Toys. The Water Bar, a basement cafe with more than 100 types of bottled water, was exactly the sort of delightfully odd idea that defined Colette, drawing regulars each week.

When Nike first revealed Unlaced, it said in addition to a curated sneaker selection, it would also feature local offerings for key cities made with influential artists and stylists, and will eventually launch the concept in physical stores too. Unlaced offers Nike another way to sell directly to consumers, and importantly, a new way to reach female sneaker buyers.

Nike sees a lot of potential dollars in this market, and is aiming to increase its sales of women’s products from about $6.6 billion last year to $11 billion by 2020. The launch of Unlaced was framed as Nike carving out a space apart from the male-dominated world of sneakerheads, and an acknowledgement of the role women have had in the rise of sneaker culture and activewear in fashion.

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