Word: activewear
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Going Coconuts Activewear purveyor GoLite offers recycled polyester shirts reinforced with odor-absorbing carbon from coconut shells. The shirts also provide sun protection and absorb moisture twice as fast as traditional polyester...
Johansson may be onto something. To inject some vitality into its activewear offerings, Adidas last year collaborated with designer Stella McCartney, and her debut line of functional and fashionable running and tennis wear sold so well that the German apparel maker committed to working with her until 2010. Such partnerships between the worlds of sports, fashion and Hollywood are quickly making high-performance sportswear, which combines the best of technology with the latest in design trends, the newest battleground in the highly competitive athletic-apparel market. For companies like Adidas and Reebok, developing these lines not only is a smart...
Adidas, Nike, Champion, Russell and Reebok have long bridged the gap between competitive sports and casual activewear. But increasingly, consumers want both function and fashion from their sportswear. Clothes need to do something?stretch, fight odor, wick moisture, regulate temperature?and look good as well. "We always saw athletic wear and style as mutually exclusive," says Julee Bean of Adidas. "And they don't need to be. You can wear our product in the gym but also wear it to get a latte and still look...
...Speedo isn't the only niche company seeking to expand beyond its base to the growing mass market in activewear. Under Armour, which began by making tight-fitting compression shirts for football players three years ago, is also wooing the nonathlete with a broader range of shirts and shorts with a more generous fit than their pioneering products'. Founded by Kevin Plank, a college football player who was looking for a dryer, better-fitting alternative to a cotton shirt to wear under his pads, Under Armour initially produced nothing but underwear. It wasn't long before athletes began looking...
...reach nonswimmers, Speedo introduced its activewear line for women, Axcelerate, in Nordstrom's and Marshall Field's last year. About 20 styles, ranging from basic bodywear pieces to sweaters and pants and tracksuits, are now available at those stores. Many of the design elements, construction features and fabrics?including XDSkin, a water-repellent fiber that keeps perspiration from saturating a garment?found in Speedo's new line were inspired by its FastSkin swimsuit, worn by gold-medal-winning Olympic competitors Michael Phelps and Amanda Beard. FastSkin was inspired by the slick, water-propelling features of a shark's skin...