--FILE--A passeggiate a piedi passato un abbigliamento sportivo Nike Store in Cina a Shanghai, 31 ottobre 2018. Nike ha giurato a rimuovere le barriere sociali e promuovere wo
--FILE--A pedestrian walks past a Nike sportswear store in Shanghai, China, 31 October 2018. Nike has vowed to remove social barriers and promote women's sneaker culture, as the female sportswear market grows steadily. "Girls in sneakers have no future, " said Dai Yitian, a 27-year-old female fashion design student, on social media. Her mindset reflects the stereotype that girls should wear dresses and heels, and sportswear is mainly for male consumers, a mindset Nike is tackling head on. One of the best-known global sportswear makers, Nike said it can only agree to disagree. Vanessa Garcia-Brito, Nike's vice-president of purpose communications, said the company is determined to help China to define women's sneaker culture. "We know that female sneaker culture (in China) is growing very fast as well. And what's exciting for us at Nike is that we're helping to define what that culture is, " she said. "I think it's an area that continues to grow really fast." "At Nike, women have always been a major growth driver and female consumers are a major target audience. The Nike Women team is dedicated to that spirit, " said Angela Dong, general manager of Nike China.
