Sportswear giant Nike dives into modest swimwear

Nike has introduced a new swimwear line that includes full-coverage swimsuits.

The sportswear giant said on Tuesday (Dec 10) its Nike Victory Full-Coverage Swimsuit line will also come with separates, including the swim hijab, swim tunic and swim leggings.

The new line is an “option for female athletes seeking full coverage and full range motion in the water”, said Nike.

The modest swimwear line will debut in February 2020 online and in select markets, including Nike Dubai and Nike London.

“As designers continued learning from athletes across diverse communities, they saw a striking gap in apparel for water sports – specifically, a lack of options for female athletes who don’t want to choose between modesty and movement with comfort and confidence,” Nike said in a statement.

Nike’s plunge into modest swimwear follows its move into sports hijab that it announced in late 2017.

Modest swimwear for women has been slowing moving into the mainstream since burkinis were first introduced in the noughties. 

Australian company Ahiida is one of the pioneers, whose burkini went on sale in 2004. 

Attention on the burkini hit a high in 2016 when it was banned from some French beaches. Modest swimwear retailers in the United States and Europe told Salaam Gateway at the time that demand had been growing rapidly in recent years. 

In April 2017, burkinis and other modest sportswear were shown on the runways during London Modest Fashion Week. Turkish label Mayovera told Salaam Gateway then that it had been doubling sales every season since it launched in 2015. 

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