Nike introduces performance innerwear

Nike is launching a new range of performance innerwear. The sports giant is filling a apparent niche in the women's apparel business with the introduction of six high-tech sports bras and three panty styles. "We are looking to dominate this category," global vice president of apparel, Mindy Grossman, told WWD. "We are planning this to be a substantial business globally and we wee this as a great opportunity for Nike."

Currently the athletic innerwear market is dominated by brands like Hanes, Jockey, Champion and Fruit of the Loom. According to Grossman, the company spent years designing the new collection, which features the Revolutionary Support Bra style. The bra is seamless and made of Dri-Fit, a Nike fabric with moisture-management features.

"It has support elements that minimize breast motion, but not through compression," Grossman commented. She added that each of the six bra styles is designed for different levels of activity, from low to high impact. Meanwhile, sizes go up to 40E for bigger women. Prices range from $35 (£20) to $70. Although the first Revolutionary Support bras have already reached Niketown and other stores this month, the rest of the collection will launch globally in July.

Nike has sold sports bras for a while, but this collection differs in its approach. According to Grossman, the new line was test-worn by Olympic athletes among others. "We realized that we needed to create not just a bra, but a complete system of support that functions for our athletes, as well as for a broader scope of women," she said. "We have served women athletes for years, and we sought to redefine this category as a critical piece of equipment for her."

According to the NPD Group, a US research company, sales of women's sports bras amounted to $321.1 million, up 11.1 percent from 2004. Within this market, Nike is the fifth largest purveyor of sports bras. Grossman said the sale of the bras and support products will be accompanied by fit guides and fit specialists to explain the system to consumers. The collection will initially be distributed to Nike retail outlets, sporting goods stores and US department store Nordstrom. The latter has a considerable women's active wear department.