Nike is making a major change in how it sells its soccer jerseys — or more to the point, to whom it sells them to. Jerseys for the U.S. men’s national team have long been available to in both men’s and women’s sizes, but those of the women’s national team have only available in sizes fitted for women and children. The newly-unveiled update, a sleek white jersey designed for the 2015 World Cup in Canada, will be available in men’s sizes as well now. While it may seem like a small change for a multi-billion dollar company, Bloomberg Business notes that the move points to a wider trend in which women are in the drivers seat in a sports apparel market that has been under-serving them for years. “Only in the last couple of years have we seen brands and retailers really starting to give women equal weight,” said Matt Powell, a sports industry analyst, pointing to the explosive growth of a company like Lululemon as proof that a “new kind of female customer is ready to spend.” With new campaigns, companies such as Under Armour, Foot Locker and Dick’s Sporting Goods, seem to all recently have ‘discovered’ the “performance-minded women” as customers. With closer attention to women’s merchandise and its first ad campaign with the tagline “Better For It” targeted specifically toward women, Nike is hoping to grow their sales with women, who currently account for $5 billion of their sales, just 21 percent of a total of $24 billion.
Read the full story at Bloomberg Business.