Nike introduces ‘added width’ sportswear range for larger children

Nike has introduced an “added width” sportswear range for larger children to show its brand is “designed for every shape and size”.

The American sportswear firm announced that it had brought in “extended sizing” for children “by adding width, not length to all their favourite styles”.

Nike, Inc. has also dropped its boys, girls and unisex sizing options to offer one “Kids Fit” category, in what it has described as a “new, simplified approach” to children’s measurements.

The “extended sizing” range currently includes 16 items available online, including outerwear, trousers and shorts for children aged eight and above.

The brand has accordingly updated its kids’ sizing chart with “extended sizes … notated with a subtle plus symbol”.

Rachel Henry, the company’s senior product manager, said: “Though society may deem a body as husky, plus, tall, short, etc., we don’t want to label what a body looks like.”

She added: “Kids and parents just need to find the right size and we are here to help by extending our size range.”

The smallest “XS” clothing size, which Nike advertises for children aged between seven and eight, does not have an extended sizing option.

In developing the new sizing, Nike, Inc. said it “conducted 2,000 body scans, in-depth interviews with kids and their families, as well as hours of wear-testing”.

Earlier this month, the sportswear giant was criticised for selling baby trainers for £45 which were branded “a very expensive pair of socks”.

Other high street stores such as H&M, Tesco and M&S have in the past launched plus-size children’s clothing.

However, other major sportswear brands such as Adidas and Puma do not advertise similar ranges for children on their websites.

In 2019, Nike introduced plus-size mannequins to its flagship London store to “celebrate the diversity and inclusivity of sport”.

High levels of obesity among children

Childhood obesity in England soared at the fastest rate since NHS child measurement records began between 2019 and 2021.

Repeated Covid lockdowns fuelled record rates of obesity among five-year-olds, with a 45 per cent rise in cases in just one year.

Despite a slight dip since the peak in 2021, the prevalence of obesity among children aged 10 to 11 remains at 22.7 per cent, still higher than pre-pandemic rates, according to latest NHS statistics.

For boys in Year 6, obesity prevalence was 25.1 per cent, compared with 20.1 per cent of girls.

Children living in the most deprived areas of England are more likely to be obese than those in more affluent areas.

When the latest NHS figures were published last month, the British Heart Foundation warned that childhood obesity rates were “far too high” despite the slight dip in rates.

Among recent government proposals to tackle England’s obesity crisis is restricting “buy one get one free” promotions on foods high in fat, salt and sugar, now due to come into force in October 2025.

New advertising restrictions due to be in place in January 2024 will include a 9pm watershed on television and on-demand programmes showing adverts for unhealthy foods.

Last year, calorie labels were added to restaurant menus in another government measure to tackle obesity, but the move attracted some criticism by eating disorder charities.

Nike, Inc. has been contacted for comment.