Sportswear giant Nike is planning to launch a maternity range next year.
This will be the first time a sportswear brand has extended its range to attract expectant mums.
Nike has heavily targeted women in the past year and recently announced the launch of its women-only stores, called Nikegoddess. The first Nikegoddess store was unveiled in the US last week.
The maternity line, targeting the “fitness focused mum-to-be”, is a joint venture with US-based designer Liz Lang and is to be called Liz Lang-Nike. The line will use Nike’s dri-FIT fabric, which helps to keep the wearer dry.
Nike recently promoted its European advertising chief Phil McAveety to the post of marketing director for Europe, the Middle East and Africa. McAveety was promoted to the senior role following European marketing chief Trevor Edwards’ move to become president of marketing for Nike in the US.
Earlier this week, Nike announced it has formed a committee to review its labour-compliance initiatives, environmental practices and diversity efforts.