The mannequins were brought out in the company's flagship London store.

By Rachel DeSantis
June 06, 2019

Nike knows that most women aren’t a size 0 — and the company finally got the mannequins to prove it.

The activewear retailer unveiled a line-up of curvy mannequins at its new-and-improved London flagship store Wednesday as part of a special floor dedicated just to women.

NikeTown says its third level now features “a full range of athlete figures” with “multiple plus-sized and para-sport mannequins” for the first time in the store’s history.

The new section also offers extended options for shoppers.

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“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,” Nike said in a press release, according to CNN.

The introduction of the mannequins comes after Old Navy made a similar announcement in August 2018, and Nordstrom last month.

The move was celebrated on Twitter by many who said the mannequins represented a step in the right direction.

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“Idk why but this @Nike mannequin makes me feel so empowered,” one user wrote.

“This is the first time in my 30 years on Earth I have seen a different shape of mannequin ,” another added.

Nike, which launched in 1964, introduced its first “plus-size” collection in 2017, with sizes ranging from a 1X to 3X.

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The company sought help from influencers and models Paloma Elesser, Grace Victory, Danielle Vanier and Amanda Bingson in announcing its new line.

“Positive body image and self-confidence is something I advocate, not just for me personally but for every woman and young girl, no matter what their size,” Victory said at the time. “It’s about time real bodies are celebrated.”

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