Nike Swim has launched its first sustainable collection of swimwear called the Icon Collection. The product line features 85 percent or more sustainable fabrics and trims and is being made using recycled lining and jerseys.
The Icon collection is being launched with just about 25 pieces and it has been designed to give off streetwear vibes as opposed to beachwear, which alludes to the versatility of the collection.
It is meant to be “worn in-and-around-the-water,” said Kelly Hibler, president of Nike Swim.
The collection features one-piece bathing suits, midkinis, two-piece separates and men’s trunks featuring neon colors, color blocks and Nike logo patterns.
“You want to be able to wear what you have, and sometimes that means I’m going to wear it to the beach, and when I get to the beach, I want to take off my sweatshirt and go dive in the water and I don’t want to worry about changing,” said Hibler. “And sometimes I want to leave the beach and be able to go to a place to sit outside and have something to eat and talk about the day spent in motion. So swimwear is a fun way to be able to connect through consumers’ lives that way.”
Nike’s focus on its direct-to-consumer (DTC) business has helped the company thrive during COVID-19. Nike’s swimwear category is no exception. According to Nike, the company’s swimwear brand has produced record sales during the course of the pandemic and it is on course to have its best year ever.
In the past year, Nike Swim North America witnessed a 36 percent surge in year-over-year sales, while the women’s division experienced a 17 percent increase during the same time period.
“COVID-19 has really awakened people’s desire to get back in the water,” said Hibler. “And when you think about that — just the difficulty of buying Nike Swim is hard [because stores were temporarily closed.] And that’s also during a time when most pools have been closed, and lockdowns. But people have found a way to keep water as part of their life and that’s super exciting.
Nike Swim’s global revenue is expected to jump 30 percent for the period between June 2020 and May 2021.
Looking ahead, Nike plans to continue focussing its efforts on growing the women’s business.
“We know our female consumers demand both performance and style and we are committed to serving them across our product line. The Icon line specifically addresses our target consumer’s love for sport-inspired bold swim style.”
And while the line is heavily geared toward women, the collection has also been designed with the “phenom consumer” in mind, better known as Gen Z, who have become more sustainability-conscious and represent Nike’s younger clientele.
“What is important to them is really the transparency and authenticity in both the actual creation of the product, but also in the marketing [and] equality, around inclusivity, health and wellness, sustainability and really just their love for street style,” said Brianna Showell, vice president of marketing at Nike Swim.
The Nike Swim Icon Collection offers sizes ranging from XS to XXL and sells anywhere from $40 to $80. The collection is available at U.S. Nike stores and internationally at Nike.com. The collection will also be sold at brick-and-mortar retail locations later this month and on ASOS starting June 2021.
The Nike Swim Icon Collection was licensed and developed by Perry Ellis International, Inc.