Women have a new online shopping experience waiting from Nike.
Nike Unlaced is a destination experience where women in the U.S. and U.K. can find footwear, inclusive of expanded sizes, high-performance styles and designer collaborations in real time.

Nike Unlaced teamed up with creatives and athletes known for their fashion and sneaker savvy to determine the styles, colors and silhouettes that will make up a portion of the on-line offerings in addition to seasonal sneakers. The innovators will be featured in weekly stories, profiles or photo diaries on sneaker style and culture, as well as how-to-wear tutorials. And every month, one of creatives will highlight a customized shoe they worked on with Nike designers (limited units will be available for purchase) and offer customization ideas.

“This is all about inclusion, so that women can feel like they can wear different styles, such as in a men’s sneaker. I wanted to balance fun, a bit of classic and new silhouettes—and to encourage people to understand that there are no rules. I’ll wear a running shoe with a normal outfit, not to run in. And I think that’s really exciting.” — Julia Sarr-Jamois, pictured above, senior fashion director at i-D

Photos courtesy Nike Unlaced