Sports industry has always been exceeding expectations. The big giants as Nike and Adidas were taking up almost all of the market share, up until a few years ago, when the new millennials came into picture with fashion as an important part of their daily activity, including sports. This is where many fashion brands saw an opportunity to barge in, use their expertise and provide to these consumers a fashionable sporty look. However, at first the fashion brands missed the point of making the product both fashion and functional in their brand extensions. This is what gave rise to cross-industry collaborations.
Reebok for Bershka, Urban Outfitters with FILA - the list is long. However, this doesn't mean that the trend is being limited to the mass-market or bridge brands only. In 2016, “Athleisure” was added to Merriam-Webster’s dictionary and defined as “Casual clothing designed to be worn for both exercising and for general use.” With all this happening, and given the demand and increased sales, luxury and premium brands too saw an opportunity and decided to be a part of this flow. As a result, we saw haute couture brands like Dior its sneaker collection last year and Gucci with Ace Sneakers winning the hearts of followers on the social media.
Furthermore, sports giants as well needed some 'fashion' touch and increased appeal and hence went on to collaborate with the high-fashion designers and labels like Alexander Wang x Adidas, and bag celebrities and supermodels as their brand ambassadors like Gigi Hadid for Reebok.
Find out all such insights pertaining to the ever booming sports segment, its timeline and integration in and with the fashion industry and the key successful case-studies out of such collaboration or brand extension.
Activewear going to the streets
- Introduction and statistics
- Global sportswear market size by regions
- Activewear brands
Fast Fashion and Activewear
- Reebok for Bershka
- Urban Outfitter x FILA
- The effect on Activewear brand - Under Armour
Fashion and Activewear
- Luxury sneakers trend
- Fashion in sports events
Sportswear brands and Fashion
- Collaborations matrix
- Top performing collaborations
- Puma Case Study
- Gigi Hadid x Reebok #PerfectNever
- J.Crew x New Balance
- Tory Burch Activewear “Tory Sport”
High Fashion collaborations with Sportswear brands
- Alexander Wang x Adidas
- Kim Jones x Nike Lab
- Jason Wu x Fila
- Prabal Gurung Sport x Bandier
- Derek Lam x Athleta
- Social Media Impact on merging Fashion with Sportswear
- Key Takeaways