The stock price of Nike Inc (NKE) has falled by over 1.15% today till the late morning trading session. Since the opening yesterday, the stock price of Nike has gone down by over 4%. The stock closed at $68.03 on Tuesday.

The Oregon based company is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services. It is one of the world’s largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it the most valuable brand among sports businesses.

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Nike is unveiling Unlaced, a new women’s-focused shop-in-shop concept that’s set to launch online on March 27th and rollout across key Nike stores and select wholesale partners starting with one of Nike’s New York locations this summer. At the Paris unveiling, a theatrical space composed of multiple rooms — a high school locker room installation here, a mirrored room featuring Nike’s most iconic women’s sneakers there — served to showcase the importance of the sportswear firm’s women’s business and the new concept.

Critically, Unlaced will offer a significantly wider sneaker selection in women’s sizes than ever before, including high coveted Air Jordan styles as well as models from popular collaborations such as Virgil Abloh’s The Ten. It will also provide personalised styling services aimed at women and special features for Nike members, like same-day delivery and exclusive shopping hours. “We’ve been watching women over the last few years, talking to our consumers, and we’ve really seen [them] fuelling the sport and fitness lifestyle overall,” said Amy Montagne, vice president and general manager of Nike Women. “From going for a run in the morning to going to a meeting and taking a yoga class in the afternoon, we’ve seen how sneakers really play into her lifestyle.”

“It all starts with providing access to the products that we know women love — this is extremely important,” added Julie Igarashi, vice president and creative director of Nike Women. “Then, it’s about having a more personal conversation… By showing women the different ways in which they can wear [sneakers], we can remove the barriers that we see.”

Unlaced will also provide a platform for female voices to break the sneaker community’s predominantly male status quo and grow local women’s-focused sneaker communities across key cities, including Paris, London, Berlin, Milan, Dubai, Moscow, Barcelona and Istanbul. As part of the plan, Nike plans to taps female “curators” like i-D senior fashion editor Julia Sarr-Jamois, who will select exclusive product in-store and creating women’s-specific content online.

Our analysts have given a “HOLD” rating to Nike’s stock. After the slight fall this week, the current situation looks optimistic as the stock price hit its all time high by almost touching $70. The current holders of this stock are advised not to sell it yet.