Sportswear giant Nike recently announced the launch of its first-ever maternity collection. The Nike (M) collection aims to support women during all stages of pregnancy and beyond.
For the design process more than 150,000 scans of pregnant and non-pregnant women were compared to create the perfect fit. In addition the designers gathered detailed feedback from 30 female athletes who were pregnant or postpartum.
"The more we listened to expecting mothers and postpartum mothers, the more we learned, reworked and innovated through inclusive design," says Carmen Zolman, Nike senior design director for apparel innovation. She continues: "It's the project of a lifetime to work in lockstep with all kinds of mothers to bring to life a capsule that truly supports women's relationship with sport during such a transformative time in their lives."
Although the Corona Baby Boom forecast in March is not expected to materialize, current data from the Guttmacher Institute, a research organization for reproductive health, shows that around a third of the women surveyed temporarily put family planning on hold in view of the situation. More than 2,000 straight women between the ages of 18 and 49 were interviewed for the survey. Forty percent stated that they had at least adapted their baby plans–both timing and number of children–due to the exceptional situation.
Nevertheless, the introduction of the Maternity Collection may come at just the right time. According to a report by the US market research and consulting firm, Grand View Research, Inc., the global market for maternity fashion is expected to reach $24.5 billion by 2025 and grow by 4.3% over the forecast period. The increasing focus on maternity fashion and the rising number of pregnant professional women in developing and emerging markets should ensure robust market demand in the coming years.
The Nike (M) collection is a four-piece essentials capsule including a sweater, bra, tank and tight. The pieces are made from about 78% to 88% recycled polyester.