Nike launches Pro Bra, spreads awareness about right fit

With many global sportswear majors competing to grab a pie of India’s growth market, Nike has been launching concept-based stores in the country to establish strong presence in the segment valued at about Rs 3,500 crores. It already has about 3,000 point of sales across the country apart from its Nike House

of Cricket concept store in Chennai, New Delhi and Mumbai.

With rising competition in sports-lifestyle space with many international labels fighting for a slot, Nike has adopted a different strategy. It is wooing the young fitness

conscious consumer through extensive usage of social networks, mobile phones and colleges. The brand recently unveiled a range of Pro Bra collections to provide the right fit and support.

Pro Bra range for better fitness

For the first time in India, Nike organized a special trialing for key women influencers at the Nike Store in Phoenix Mills, Mumbai. The new collection is designed keeping in mind different work-out dynamics of the modern woman. The new Pro Bra Collection reinstates Nike’s promise to provide world-class products for athletes across the globe.

Nike Pro is based on the compression fit concept that holds muscles tightly. That enhances blood circulation and makes one perform better. The entire Pro Bra collection is based on support levels. Nike's range for women includes shorts and tops suitable for running. The training session has the bottoms bar and the bra bar. The brand put the entire look together. So if someone is not comfortable with running tops, they have the option of capris and full-length track pants, called the Nike Legend track pants. In medium support they have the Nike Classic padded bra and the Fierce bra. In high support, the range has the Rival bra.

Creating awareness at the grassroots

Sighting that almost 80 percent women wear the wrong sports bra, Nike offers a bra fitting service. They have a Nike Pro Bra calculator, which gives the bra size and the recommended alpha size. The brand also gives a bra recommendation card post their trial so when the customer comes back they don’t have to go through it all over. The sizing program will be ongoing at the Linking Road, Mumbai store. In Bangalore, it’s happening at the Indira Nagar store the program will be launched in Delhi in the coming weeks.

After cricket and soccer, the brand is now eyeing presence in the running sports since it is becoming a community sport in the country with increasing number of youngsters taking to running. Apart from sponsoring gears of Indian players like Kyra Shroff (Tennis), Joshna Chinappa (Squash) and Reeth Abraham (Long Jump), in March this year, the brand also became the official apparel sponsor of the Board of Control for Cricket in India (BCCI). The Indian team is now wearing Nike uniform this cricket season.