How Nike Has Embraced Cultural Inclusivity In Its Women’s Clothing

Sep 26, 2023

In recent years, the fashion industry has witnessed a growing demand for cultural inclusivity and diversity. It's well established that representation plays a crucial role in shaping our perceptions and self-identities, and seeing ourselves reflected in mainstream media and other industries can profoundly impact our self-esteem and sense of belonging. What's more, embracing diversity is good for businesses’ bottom lines. Studies have shown that consumers, especially millennials and Gen Z, are drawn to brands that embrace diversity and inclusivity. According to a McKinsey report, diverse companies are more likely to outperform their industry peers financially.

And yet, women from culturally diverse backgrounds still struggle to find clothing made by mainstream brands that authentically represent their heritage. Mainstream fashion often fails to capture the intricacies and nuances of their cultural aesthetics, leaving them with limited options that don't authentically represent their identity. For instance, a woman of South Asian descent may struggle to find saris, a traditional piece of clothing with designs and fabrics that showcase the rich traditions of her heritage, resorting to generic alternatives that lack the cultural essence she seeks.

By offering clothing that celebrates diverse cultures, brands have the opportunity to foster a sense of belonging and representation among diverse women within the fashion industry and to reshape the fashion landscape. Nike, a global leader in athletic apparel, has become one influential brand leading the way in doing just that.

Nike has taken concrete actions to ensure representation and celebrate different cultures. One notable example is Nike's "Equality" campaign launched in 2017. This campaign featured advertisements and social media content showcasing influential athletes and celebrities from various backgrounds and aimed to inspire and encourage people to take action against discrimination while also emphasizing the importance of equality in sports and society.

Nike has also collaborated with influential athletes and figures from diverse backgrounds to amplify voices and stories that deserve recognition. For instance, Nike's partnership with Muslim athlete Ibtihaj Muhammad led to the creation of a performance hijab, addressing the needs of Muslim women who participate in sports. This groundbreaking collaboration provided Muslim athletes with a practical and inclusive sportswear option and sent a powerful message of cultural inclusivity.

By continuing to partner with designers and artisans from various cultures, Nike can create clothing collections that authentically represent the richness and diversity of different backgrounds. Nike has notably collaborated with diverse female athletes, including Serena Williams and Naomi Osaka, and they should continue to do so. Take Hidilyn Diaz, the Filipina weightlifter and Olympic gold medalist, who could also be featured to promote culturally diverse clothing and inspire women from various backgrounds. This approach brings unique and visually stunning designs to the market and promotes cultural understanding and appreciation.

Nike has already demonstrated its commitment to diversity and inclusivity. Now is the time for the company to continue taking bold steps forward and model cultural inclusivity in women's clothing for many other brands.