In 2020, the old adage of “pink it and shrink it” no longer cuts it when it comes to designing performance products for women—and Nike knows it.
On Friday, Nike dropped a new Jordan Brand women’s capsule of performance-inspired apparel that draws heavily from the iconic mid-80s Jordan aesthetic. The drop applies one of the signature concepts behind Jordan, “flight,” to a collection purpose-built for women.
The capsule offers oversized silhouettes while being conscious of women’s bodies, according to the Jordan brand, and combines the traditional styles that appear in the collection with “feminine touches,” like high waists and faux-fur hoods. The bomber jacket can be reversed to reveal the cozy neon green fleece lining as a colorful alternative to the dark olive exterior and a wealth of adequately sized pockets reduce the need for wearers to carry a bag.
“Our passionate female audience is asking us for more, and this capsule collection celebrates a higher standard, a competitive spirit and fearless mindset for anyone who has the confidence to fly higher and break boundaries,” Andrea Perez, general manager of Jordan Women’s, said in a statement.
Jordan knows its products are resonating with a female audience, Perez continued, because its women’s lines grew by a triple-digit percentage over the previous fiscal year. During the brand’s second-quarter conference call in December, former Nike CEO Mark Parker said Nike and Jordan would be actively targeting women with product releases in 2020 in order to capitalize on this demand.
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The brand would apply its “Key City offense,” a method of providing localized product via community feedback, alongside Express Lane supply chain principles to form a “new classic” strategy that is expected to ramp up over the next two quarters, Parker said.
Nike seems to have wasted no time in getting that initiative off the ground in 2020. On New Year’s Eve, Nike published a blog post detailing its efforts to help women compete in sport throughout the year.
Jordan brand re-released its first on-court women’s basketball sneaker, the original 1998 Women’s Air Jordan, while Nike bowed an original silhouette, the Jordan Max 200 XX, that mimics the straps of the men’s Jordan 8. Nike described the drops, including the apparel capsule, as “new staples” meant to resonate with female shoppers.
“The capsule collection is a beautiful blend of streetwear utility with fashion influence and is underpinned by the authenticity of the brand’s heritage,” Michelle Walter, design director for Jordan women’s apparel, added.
The Jordan Women’s Flight Utility apparel capsule will be available in inclusive sizing and is designed to fit a wide range of body types. It will be available on Feb. 1 through a select list of retailers and through Nike and Jordan’s e-commerce channels, starting Feb. 14.