Nike Gives Sporty Women a Store of Their Own

To make a statement about its emphasis on women, Nike last month cast 27 top female athletes in a runway show and media extravaganza. Now it’s giving sporty women a store of their own, opening the company’s only store focused entirely on female gear.

The new store is an attempt to follow Lululemon Athletica’s megasuccess selling fitness apparel to women. And Nike isn’t alone in sensing the opportunity: Under Armour has recruited supermodel Gisele Bundchen and ballet dancer Misty Copeland to hawk its goods. Shoppers are also embracing a fashion moment when it’s generally permissible for women to wear their elastic-waisted leggings to work. “Tights are the new denim,” said Amy Montagne, vice president of global Nike women, at October’s fashion show.