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Nike’s Santa Monica store reopens, with a focus on women

Nike Santa MonicaHey girl, Nike really likes you.

The activewear giant just reopened its Santa Monica Third Street Promenade store on Thursday, with a new focus on women.

“We wanted to do something specific to the Nike consumer in Santa Monica, who happens to be mostly female,” says Jacie Prieto, Nike’s West Coast communications manager.

While it may be partially about the local demographics, the brand has been showing increasingly serious interest in fit females, with campaigns starring supermodel Karlie Kloss and singer Ellie Goulding, more products for women, and the first women’s-only stores in Newport Beach and Shanghai’s IAPM Mall.

Santa Monica is now one of what they call “women’s-led” stores, and others like it are open in San Francisco, Chicago, Las Vegas, and Georgetown, with two more coming to Seattle and The Grove in LA this summer.

The updates include a larger selection of women’s running, training, and sportswear products located in the most visible and highly-trafficked areas of the store, sports bra fitting, pant hemming, and personal shopping services (to help you figure out the difference between the 34 different Free styles?).

“We’re committed to continuing to inspire women to be active, and we believe giving women this product availability in Santa Monica will help us to do that,” Prieto says.

For a company with such masculine, athletic roots, it certainly seems like girl power is taking over. You’re probably okay with that, right? —Jamie McKillop

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(Photo: Nike)