Victoria’s Secret To Launch Sportswear Range Labelled The “Nike Killer”

Victoria’s Secret To Launch Sportswear Range Labelled The “Nike Killer”
B&T Magazine
By B&T Magazine



Racy knickers brand Victoria’s Secret is set to launch a new female sportswear range known as Victoria Sport and already its intentions appear clear – steal Nike customers.

The brand expansion comes amid spluttering sales of its lingerie range globally (it canned its swimwear range in April) and a move in marketing for females to be shown as healthy and fit and not just sexy and long-legged. There’s also been a huge demand for “athleisure wear” in recent times, or sportswear that’s not necessarily worn for doing anything sporty.

Victoria Sport launched yesterday with a racy social media campaign that still featured the obligatory supermodels. The trio of beauties are then interviewed on their views of what constitutes a comfortable sports bra.

On its website the company says “the worlds #1 bra brand just created the world’s best sport bras” and includes a quote from supermodel and regular Victoria Secret “Angel”  Jasmine Tookes (below) saying, “When I tried these, I threw out all my Nike bras.”

jasmine_0

On its site, Victoria Sports talks about the importance of its sports bras and the different sizes for women’s body shapes. They come in widths 30-40 and A-DDD, rather than just XS-XL. “If a bra doesn’t fit, you won’t wear it,” the site proclaims.

And it’s clear that sports bras is where everybody thinks the battle will be won or lost.

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Coincidentally, yesterday Nike posted an image of the plus-size model Paloma Elsesser to its Nike Women’s Instagram account.

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Typically, viewers of the site get super-fit models wearing the sports giant’s gear (see above); however, the new approach with Elsesser has proven a winner. It’s already garnered 70,000 likes and attracted comments such as these:  “Beautiful. More of this please, @nikewomen”, “Let’s hear it for the curvy, sexy, sporty, women,” and  “Love love love! I know a few brands who could learn from this ad.




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