Finally, Nike Gears Sneaker Experience for Women

are finally making a concerted effort to include women in sneaker culture. By no means has the brand ignored the demographic — evidenced by recent releases like the collection and assorted  — but their new ‘UNLACED’ initiative gives women a space of their own.

The service will offer retail spaces curated by sneaker culture’s leading female figures and open up new product to female customers. Most notably, they’ll expanding sizing on top tier releases like Virgil’s upcoming ‘The Ten’.

Digital UNLACED stores are set to open on March 27, with physical locations opening later this year.