Sportswear and shoe company Nike, Inc. is taking advantage of an expected baby boom in the coming months and introducing its first activewear for pregnant women. The clothing line is designed to fit the needs mothers-to-be before, during and after pregnancy.
The new line of clothing is well-timed given the expected surge in pregnancies over the coming months, according to analysts at health insurance company NPF Group. The pandemic, which forced couples to stay at home for months, is expected to result in a "mini-baby boom" between October and March next year.
Nike's new maternity activewear, called Nike (M), will be available at stores worldwide starting Sept. 17. Most of the items will be priced between $45 and $85, the company said.
One of the Nike (M) products is a bra designed to allow wearers to breast-feed or use pumps. Another is tights that are fully adjustable to fit a growing belly - and can be folded down or pulled up depending on the wearer's needs. Nike says the new line is made with sweat-wicking and recycled materials.
The sportswear company said research and development began more than three years ago. The line was reportedly conceived by pregnant women working at Nike's design team. To make sure the clothes meet the needs of all pregnant customers Nike compiled body scans of more than 150,000 women worldwide at different stages of their pregnancies. The company's design team consulted with athletes who were pregnant or had recently given birth.
Analysts at Global Data Retail estimated that the maternity-wear market, which has grown by an average of 3.2 percent annually in terms of sales, was likely to accelerate in the coming years. Nike's products are expected to be a big hit as more pregnant women are now realizing the importance of keeping fit.
