Word: wearingly
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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...
Since 2000, sales of performance wear have increased an average of 20% a year, making it a vibrant growth sector in the sporting-goods industry. Americans spend around $38 billion annually on sports apparel, with $12 billion going toward performance wear, and that does not include footwear. According to the SGMA, while sales in the performance sector continue to expand, those in other sectors remain flat...
Much of that spike comes from consumers like Xavier Matesanz, 53, a sales and marketing representative with USG International who discovered performance fabrics while living in Miami several years ago. "I've confined the cotton T shirts to the back of the closet," he says. "And I just wear this material all the time...
...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 for the same breathability and comfort in their street clothes, pushing the company, based in Baltimore, Md., to expand its product line, which now includes looser-fitting shirts, pants and jackets designed...