Nike is launching a new women's sneaker platform and retail concept called Nike Unlaced. The platform will offer female consumers customized styling services and VIP member experiences, such as same-day delivery or the opportunity to organize one-on-one appointments with guest stylists, among others. The new digital destination is part of a series of initiatives that the brand has undertaken to improve accessibility to sneakers for women, a universe which is often perceived as male-dominated. These also include the introduction of extended unisex sizing to a selection of its classic Jordan styles and collaboration collections. The Air Max and Nike Air Force 1 lines will be available in an expanded range of sizes from this autumn, the company said. Through the Nike Unlaced concept, the brand has announced local product curations with creatives in Paris, London, New York and Shanghai, with further locations to be revealed shortly. Nike Unlaced's digital platform will launch on March 27. The initiative will then move into physical retail locations later this year.

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