Kiwis appear to have fully embraced the activewear phenomenon – the new ‘black’ where you don’t seem to have to break a sweat to wear the stuff. Greater accessibility to Nike gear plays perfectly into this trend.rn
So, Nike’s launch of its New Zealand online store will no doubt be met with open arms from ‘active-wearers’ around the country, from Ponsonby to Invercargill.
The site is classic Nike; swish, sophisticated, and with a dazzling array of activewear – everything from its hypercool max top to its fleece mesh cocoon jacket to its signature sneakers with the Nike tick.
Nike has six ‘offical Nike stores’ in New Zealand; five in Auckland and one in Wellington, and is supplied in most major sporting stores.
The site is pushing NikeID – which lets customers become designers of a a kind and customise their own shoes and sportswear. Want a shiny orange sneaker, with a clear heel strap and translucent outsole? Done.
Given the seemingly growing phenomenon of activewear in New Zealand, no doubt Nike’s New Zealand online store will be welcomed by New Zealand consumers.
Nike’s ecommerce revenue grew 55% in the 2015 financial year to over US$1 billion, fuelled by expansion to new countries, according to its 2015 annual report.
“We are only scratching the surface of what’s possible with e-commerce, which remains one of the company’s largest growth opportunities,” says the report.
Meanwhile, there are reports of activewear reaching saturation point in the US, although there seem to be no signs of that down under.