Nike is introducing what the firm calls its first women’s “action lifestyle” collection, Nike 6.0, for fall. The men’s 6.0 collection was launched in 2005, along with its 6.0 sponsorship team for action sports athletes.
“We thought it was very important to have our women athletes’ voices in the development of their product at a higher level,” said Sandy Bodecker, vice president of Nike Global Design and Action Sports. Three team 6.0 members, surfers Carissa Moore and Monyca Byrne-Wickey and snowboarder Ellery Hollingsworth, were enlisted to work with designers on the gear. The result is what’s technically performance wear, but done with a lifestyle (read: fashion-driven) look to it.
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