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Nike continues to embrace female sneakerheads with a new retail concept


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Photo: Nike

Sneaker culture has long seemed like a boys’ club, but it looks like women (hordes of ’em, in fact) are joining the party all across the industry. Just recently, Zappos launched an edit and initiative aimed at the female sneakerhead, and Nike both released women’s Air Jordans and enlisted a slew of women to reimagine its classics. And Nike’s next step in providing for its female customer base is the launch of a boutique concept for lady sneaker lovers.

Unlaced offers more expansive sizes, styles, and services like styling assistance, same-day delivery, and special shopping hours, according to Nike.

In conjunction with Paris Fashion Week, Nike opened Unlaced in the City of Love, and the brand describes it as a “a global digital and retail concept” meant to function as a go-to sneaker spot for women. Nike also hopes Unlaced will help grow its women’s division from $6.6 billion to $11 billion by 2020, according to Business of Fashion. And with the edit reportedly offering more expansive sizes, styles, and services—like styling assistance, same-day delivery, and special shopping hours—it just may happen.

The Paris Unlaced location is the first of many international rollouts (as well as an online launch on March 27), one of which will open this summer in a New York City Nike store, Business of Fashion reported.

In the meantime, the open-for-business boutique effort is just one more healthy reason (in addition to the chic rentals on Airbnb, that is) to visit Paris ASAP.

Nike has also changed the game for athletes with its sportswear hijabs and cozy Olympics athletic wear

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