Nike Is Launching Its First-Ever Maternity Line — Why That’s a Huge Deal for Women’s Fitness

Nike Inc. has found its next code to crack. The brand, which has spent the past few years aggressively focused on solving everyday pain points for athletes (which it defines as anyone with a body), has set its sights on the maternity market. Launching on Sept. 17 is Nike (M), the brand’s line of maternity apparel that includes a sports bra, pull over, tank and tights priced between $45 to $85 — all designed to take women through the full range of their motherhood journey. According to the brand, women around the world, on average, have two to three children in their lifetime. By the Swoosh’s tally, that amounts to 7-10 years of pre-pregnancy, pregnancy and postpartum needs when it comes to sports apparel. Meanwhile, ill-fitting workout gear that’s not optimized for a women’s changing pregnancy and postpartum body can easily become a barrier to health and wellness, making motherhood a “drop off” point for sport and exercise — arguably a time when women need to prioritize wellness most. Marz Lovejoy models Nike’s new maternity line, Nike (M). CREDIT: Courtesy of Nike To address the issue, Carmen Zolman, Nike’s senior design director of apparel innovation, said the brand spent three years meticulously investigating barriers to sport and

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