A new division will heighten the focus on female customers
Posted August 23, 2000
Nike has announced the creation of a new division to increase focus on apparel and equipment for female customers. Clare Hamill, vp of the new department, will be in charge of the design and advertising.
The Beaverton, Ore.-based superbrand plans to double its spending on women's products in the next year and increase the number of shops in department stores from 67 to 134. The expectation is that with the new focus on this fast-growing market, Nike expects to increase its market share to 55 percent of the U.S. market for women's athletic shoes from the current market share of roughly 34 percent.