• Anne Heaney, Director

Nike Showcases Big Bet on Women's Sneaker Market

Sneaker culture has long been the province of men. for years, the typical line-up of sneaker heads waiting for the latest drop was almost completely composed of teenage boys. Not anymore. And certainly not here at Nike's showroom in a Haussman-style building in the eighth arrondissement of Pairs.

As part of its stated ambition to grow its $6.6 billion women's business to $11 billion by 2020, American sportswear giant Nike has landed here in the City of Lights, during Paris Fashion Week, to unveil Unlaced: a new retail concept that the company is calling a "fantasy sneaker destination for women".

The women's sneaker market is growing fast and major brands like Nike, whose women's business continues to outpace men's in terms of revenue growth are taking notice.

Unlaced will offer a significantly wider sneaker selection in women's sizes than ever before, including highly coveted Air Jordan styles as well as models from popular collaborations such as Virgil Abloh's The Ten.

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