NKE, plus size clothes and sneakers are now among the hottest items on the American shopping list, with retailers including Forever 21, Gap, Walmart and Macy’s all launching the line.
In August, the company added an additional size, which will include women’s shoes.
Plus sizes are the largest size range of men’s clothing available and are popular among both men and women.
Nike and the plus size apparel industry have a long history of working together, as well as an understanding of their market, said Kate Davis, director of marketing for apparel for the National Association of Genders & Genders.
The industry also has a history of providing positive, inclusive representation to its customers, she said.
“They’ve done a great job of understanding the community and helping to create a world where we’re comfortable in being ourselves and we’re not judged or judged by what other people think of us.”
Davis said the company has done more than 100 deals on plus size items in the last year.
“The last year has been incredible.
We’re thrilled that our customers want to support our brands and that they feel comfortable in choosing to support us,” she said in a statement.
But Davis said it’s difficult to tell how many of the deals are on Nike’s Plus Size clothing, which typically costs more than men’s shoes, because the sizes are different.
The retailer doesn’t have any data on the size of its plus size selections, but Davis said she has seen more sales on Nike Plus Size items from men than women.
She said the retailer does not have a specific sales goal for Plus Size, but said it has a “commitment to supporting a diverse marketplace.”
Davis also said that although many companies are targeting customers who are overweight, most of the companies she has spoken to are not targeting overweight women.
But the market is still growing, and many companies that focus on smaller, more casual sizes are also looking to broaden their offerings, she added.
“It’s definitely a market we’re excited about,” Davis said.
She added that she thinks there are plenty of companies in the plus-size clothing industry that can offer a range of sizes that would appeal to consumers who are looking for clothing that fits their body type.
“I think the thing that’s going to surprise people is the number of brands who are able to offer sizes that are tailored to fit the size range, and they can cater to people’s unique preferences,” she added, noting that there are more plus-sized options available today than ever before.
The size of clothing that companies are offering has also grown, Davis said, and that has created an opportunity for more people to try new brands.
Davis said that retailers who offer plus size wearables should also look for a larger-than-normal fit for consumers who might not be familiar with their size.
“If you’re a size 12, a size 8, a plus-4 and a plus size and you go shopping, you might be surprised that you can wear a plus sized shoe,” she explained.
Davis added that companies that cater to women who are trying to fit in should consider how to provide additional coverage or accessories that will help cover up a bigger figure, such as high-top shoes.
“You have to think about how do you balance your clothing size and your fit to meet the size guidelines,” she suggested.
For example, a larger size could be more comfortable for someone with a smaller bust and less room in the hips.
“That’s going be a conversation we’re going to continue to have, especially with women who don’t fit in that size range,” she concluded.
This article has been updated to include a statement from the company.