Sportswear brands promise diversity—but store displays tell a different story

Major sportswear brands are pushing for greater inclusion and diversity in their marketing and product ranges. Yet, a closer look at their store displays reveals a mixed picture. While some companies showcase a variety of body types, others still rely on traditional, narrow representations.

Swiss running brand On promotes inclusion and diversity on its website. However, inside its flagship store, the mannequins remain rail-thin, with noticeably slender arms and legs. The women's clothing section offers only small and medium sizes, while men's includes medium, large, and extra-large. The company states that diversity is an ongoing process extending beyond visual displays.

French retailer Decathlon has used mannequins in different sizes for about five years. It claims to cater to all athletes, regardless of body type. But larger-sized mannequins are available only for women's clothing, not men's.

Meanwhile, department store Manor is expanding its range of larger cup sizes for international lingerie brands. The company believes fashion should be accessible to everyone.

Globally, brands like Nike, Adidas, and Under Armour have taken steps to feature diverse body types in their campaigns. Nike's 2019 Dream Crazier campaign with Serena Williams and Under Armour's 2021 This is Ours initiative both highlighted plus-size and non-traditional athletes. Coop also notes that medium and large sizes are among its bestsellers for both men and women.

The gap between marketing messages and in-store representation remains visible. Some brands have made progress by introducing varied mannequin sizes, while others still rely on traditional standards. The push for inclusivity continues, but changes in store displays and product availability are uneven.