Today, Nike officially launched its latest initiative to give women a more immersive experience when purchasing sneakers by launching its Unlaced boutique on digital platforms in the U.S. and UK.
Unlaced promises to bring women a more tailored buying experience that includes exclusive products, expanded sizing, collaborations, and more with updates occurring weekly. In celebration of Air Max Day 2018, the first updates will include special styles of models like the Air Max 270, Air Max 98, and Air VaporMax.
The platform is also partially curated by a special group of creatives and athletes known for their style. Members of the group will be featured in weekly profiles, photo albums, and tutorials. Each month, one of the members will also launch a special sneaker collaboration that will be dropping exclusively on Unlaced.
"This is all about inclusion, so that women can feel like they can wear different styles, such as a men’s sneaker,” European stylist Julia Sarr-Jamois said in an official statement to Nike.
Some of the various styles that can be expected to launch on the platform include special colorways of chunkier models like the Air More Uptempo, toned-down white pairs of retros like the Air Max 95 and Blazer, customizable pairs of silhouettes like the Cortez, and even a wide range of bold color options in plenty of other Nike models.
While the Unlaced boutique is currently only available in the U.S. and UK digitally, installations will also be opening in existing Nike stores around the world beginning this summer.
