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Nike ramps up female-focus with smaller sizes

Nike is making selected special edition trainers available in smaller sizes as part of a renewed focus on female consumers.

This summer will see the launch of Nike’s Jordan OGs and selected NRG styles available in sizes down to UK 2.5 for the first time. From the autumn, this will be extended to iconic styles, including Nike Air Force 1 and Air Max Lines.

The new sizes are part of Nike Unlaced, a new female-focused strategy that was launched at Paris Fashion Week.

Nike Unlaced includes curator-led in-store collaborations with “influential creative and stylists”, and new services such as the ability to personalise shoes.

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