This week, Sarah Tramm is guest blogging for StyleCrush! I love, love this article!
Fashion and sportswear do not appear to be natural bedfellows. Recently, though, as the role of fashion designers in the sports arena has changed.
An increasing numbers of big-name designers such as Stella McCartney, Yohji Yamamoto, and many more are putting catwalk style into workaday sportswear through massive sponsorships and endorsements deals and major athletes are putting their personal brand into fashion.
Ushering in a new direction in Sportswear, Sports Luxury is the trend of the moment and if you think about it, it makes sense for Australians – a sporting nation with an abundance of really good weather for swimming, surfing, paddle boarding, running and cycling etc. – to be embracing the fusion of fashion and sports. The trend isn’t limited to Australia however, as we’ve seen, and continue to see high-end designers showing their versions of this trend on the Fashion Week runways all over the world.
NIKE X JOANNA F. SCHNEIDER
Johanna F. Schneider is a designer whose work spans the worlds of high fashion and high-performance sportswear. Schneider’s designs for Nike are rooted in problem solving and the idea that clothing creates new space for body movement and expression.
Functionality, comfort, sophistication and luxury combined, creating the epitome of casual cool. Different aesthetics coming together to create something new and the fusion of Fashion and Sports trend has morphed over recent times losing all rules and boundaries. It can be slouchy but sexy, just-thrown-together, it can be for the gym, pilates, ballet bar class or even to the beach for a paddleboard. It’s become vital that sports brands can go from high performance athletic wear to something that attracts the young lifestyle consumer. No performance without style.
SUPERDRY X DAVID BECKHAM
With millions of Australians consuming local and international sporting broadcasts each year, aligning your brand with a code, team or player is one way to get your message out there to a big audience over a substantial amount of time.
One thing that makes a good sponsorship is that it’s really important that the brand invests in leveraging that sponsorship. So it’s about finding ways, as a brand, in which you can enhance the consumer experience. Fashion brands are putting fans a bit closer to the thing that they really care about; i.e. their sports team or athlete, which will broaden the consumer audience and will lead to a positive uplift in brand awareness, brand consideration among that audience.
Superdry is a perfect example of this as they were infamously “put on the map” by soccer icon, David Beckham. Before, Superdry was a less known brand that could only be found in selected boutiques but after Beckham was spotted wearing the now famous Superdry Osaka T-shirt the brand became an overnight sensation and is now a stable item in the Superdry collection. Post Beckham, Superdry has since successfully associated themselves with high performing athletes in various genres from soccer to water sports and urban sports such as skating.
STELLA McCARTNEY X ADIDAS
The collaboration of great designers with sports brands respond to the boom of trends such as co-creation and the importance of lifestyle, it is also a good platform for designers to reach a new market fragment and for brands to find a major point of differentiation from its competitors.
Take Stella McCartney, for example. When she launched her first collection for Adidas, she talked earnestly about how women traditionally had to sacrifice style when they took up sport.
Since then, Adidas by Stella McCartney has grown successfully and is celebrating its 10th anniversary this year. The collection is a critically acclaimed sports performance collection and has included endorsements from several athletic disciplines including running, gym, yoga, swimming, winter sports, cycling and tennis with the latest showcasing at the 2015 Australian open, where famous tennis player, Caroline Wozniacki was sporting the new collection on the court.
Click to watch
CR7 X SHOES
Sportswear has influenced fashion throughout history: from Coco Chanel’s use of jersey & Fred Perry’s iconic wear, through to Alexander Wang’s love of grey marl.
But fashion brands are not the only ones moving into the new business ventures, athletes are now turning the tables and taking their talents to the fashion industry. Big athletes are starting to capture the fashion market my leveraging on their own personal image, launching their own high fashion collections to their fans all over the world. This can be seen with many athletic icons; most recently Andy Murray revealed his new logo to the world and famous Real Madrid player and Portugal national, Christiano Ronaldo, launched a shoe collection, taking his talents off the pitch and into the fashion arena.
Click to watch
My special thanks to Sarah for a wonderful post.
Images courtesy of Nike.com
Until next week…