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Nike为穆斯林女性设计特殊的泳衣,卖得不错(双语)

2019-12-30 14:06

来源:沪江

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时事 百科 科技 美食 心理 身体奥秘

  In 2017, Nike’s Pro Hijab first became available on the global market. The moisture-wicking head covering made sports more comfortable and accessible for competitive female Muslim athletes, a group long overlooked by major athletic wear brands.

  2017年耐克的伊斯兰头巾(Pro Hijab)首次在全球市场上推出。这款吸湿头巾使参与竞技的穆斯林女运动员可以更舒适、更容易地参与运动,而长期以来,穆斯林女运动员一直被主要运动服装品牌所忽视。

  The winner of Fast Company‘s top design award that year, it has gone on to be a hit: According to Morocco World News, sales of the design rose 125% in the first quarter of 2019.

  这款头巾赢得了当年《快公司》的最高设计奖,并大获成功:据《摩洛哥世界新闻报》报道,这款设计2019年第一季度的销量增长了125%。

  Now, Nike is releasing yet another garment for Muslim women: a modesty swimsuit.

  如今耐克又推出了另一款适合穆斯林女性的服装:端庄的泳装。

  Technically the suit is made up of separate pieces: a hijab, a tunic, and pants. “We really love to design products for athletes [especially] when we see an underutilized part of the market, or when people can’t participate in the area they want to participate in,” says Martha Moore, creative director vice president at Nike, via Skype call. “We were fortunate enough to travel to southeast Asia, and do that thing that designers do: observe.”

  确切地说,这款泳装是由不同的部分组成的:头巾、束腰外衣和裤子。耐克创意总监、副总裁玛莎•摩尔通过Skype电话表示:“我们真的很喜欢为运动员设计产品,特别是我们注意到部分市场未得到充分开发,或人们无法参与他们想参与的领域的时候。我们有幸去了东南亚,做了设计师们都会做的事:观察。”

  Moore and the rest of the Nike design team noticed that while they were used to seeing non-Muslim and American women enjoying water activities in string bikinis and skin-tight one-pieces (in co-ed pools and on public beaches), women in southeast Asian and Middle Eastern countries had to swim in women’s only pools, since they had few modest swimwear options that provided full coverage.

  摩尔和耐克的其他设计团队注意到,当他们习惯于看到非穆斯林和美国女性穿着比基尼和紧身连衣泳裙(在男女共用的泳池和公共海滩)享受水上活动时,东南亚和中东国家的女性只能在女性专用的泳池中游泳,因为她们几乎没有可以覆盖全身的合适的泳装。

  Even when total coverage, wetsuit-style bathing suits are available to women, there is the additional concern that they don’t provide optimal mobility in the water. “When we did see people swimming in Australia in full modesty outfits, we learned from lifeguards that that’s who they are most concerned about because of how heavy and layered they are . . . it becomes a dangerous issue, [they’re] super heavy in the water,” Moore says.

  即使女性也可以使用全覆盖潜水服式泳衣,但另一个问题是,它们不能保证在水中的最佳移动性。“当我们在澳大利亚看到人们穿着非常端庄的连体泳衣游泳时,我们从救生员那里了解到,他们最担心穿着那种泳衣游泳的人,因为那种泳衣特别沉,而且还好多层……这成为一个很危险的问题,(它们)在水中特别重,”摩尔说道。

  “[We thought: What could we do to really facilitate women swimming for their whole lives as a daily habit? Then we went shopping and we saw lots of competitor products in the marketplace, and the competitor products were the lowest common denominator of what is needed to swim in the water: a long tunic top, some pants, and you’d have to wear your own hijab. It was heavy, stretchy, and clingy and pretty much not attractive from our perspective.”

  “[我们想:我们能做些什么来真正帮助那些一直把游泳作为一种日常习惯的女性呢?然后我们去了商场,我们看到市面上有很多竞品,这些竞品符合在水里游泳所需要的最低标准:它们提供了长款束腰上衣和裤子,但你必须戴着自己的头巾。它很重,有弹性,紧贴在身上,在我们看来这些竞品几乎没有什么吸引力。”

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