When was Sportswear in Fashion? Answer: Always

In January 2020, the renowned British auction house Sotheby’s will reveal its collection of streetwear inspired by art in collaboration with sneaker blogger Highsnobiety. I believe this is an excellent example of how far society has come in blending sports, fashion and culture.

Sports are the driving force in today’s world. The billion-dollar industry is present everywhere, from fashion to entertainment. There’s plenty of money to be had, so there’s space for everyone: pros, amateurs and even haters. Sportswear can also be whatever you want.

This blog will reflect on the evolution of Sportswear and fashion, as well as three trends that you should consider when setting up a business within the athletic apparel sector.

Evolution of activewear and society

Sport and fashion have always responded to the changing needs of our society. Before the Industrial Revolution, for example, fashion was primarily tailored to the upper classes (Wear your day clothes to the theatre? Barbarians!). Before emancipation, sports were heavily gendered; what is this nonsense?

Sports were once a hobby for those who had the money and the energy to play. Physical exertion became more enjoyable for those who were not employed in manual labour. Sports became accessible to people who could not attend the games. Photos and films allowed sports moments to be immortalized (and monetized), giving fans a reason to get attached to their athletes. Sports became a contest between nations without any war.

Fashion and sport are now accessible to all, as both brands and consumers are making enough cash to do so. The more money you have, the more time you’ll have to spend. Fashion, sports and entertainment are great ways to spend your time and money.

Sportswear trends: customer desires reflected

You get up early and head to the gym. After your workout, you change out of the limited-edition gear into a new outfit, which includes a tee shirt, a sweatshirt, a sweater, or sneakers. You relax at home wearing your favourite sweats after work.

You’ve spent the majority of your time in Sportswear. Tennis court sneakers (aka tennis) and a polo shirt were designed for tennis. Hoodies were originally designed as performance clothing but have become a staple in fashion. Luxurious versions can cost up to $2,000!

The Feinbloom brothers founded a sportswear company in New York at the beginning of the 20th Century. They would later rebrand it as “Champion”. The Feinbloom brothers’ prototype for a protective shirt was used to create the sweatshirt that is so popular today. It keeps athletes warm both before and after workouts. Champion added a hood to the sweatshirt so that it would trap heat better.

Hoodies gained popularity outside of campuses because of their versatility and utility. Subcultures of the 1970s and 1980s took hold of them, turning them into symbols of rebellion. The hoodie quickly became a staple of streetwear, Sportswear, music, and even the world of music.

Champion has redesigned its brand to appeal to the modern consumer who is willing to pay top dollar for an established brand. The story of the hoodie shows how sports and fashion are responding to consumer desires.

How will you respond to the changing lifestyles of your target audience as a sportswear business owner?

Here are three major trends in athletic apparel that will impact the market both now and in the future.

1. Women’s sports apparel: an unstoppable market

In 2018, men’s athletic apparel accounted for the majority of the global market. The women’s market is expected to grow at a rate of almost 6% per year from 2019-2026.

This is, again, the market’s reaction to social shifts.

Women’s Sportswear and sports were often restricted in the early 1900s. According to social norms at the time, they were also designed to preserve an athlete’s femininity. When the streetwear industry took over the sports apparel market in the late 20th Century, it was still dominated by male fashion.

Look it up: It’s called Sportswear. Source: Powerhouse Museum on Flickr

Today, women are in sports for good–professionally, recreationally, and culturally–and brands are recognizing the business potential. There are sales in women’s fitness and health apparel, accessories and performance gear.

The big-name sports companies are taking the next step to secure the women’s market and have become financial and ideological backers of female sports around the world.

It’s an exciting moment for women in sport. This is a great opportunity to empower women athletes by giving them the resources and support that they deserve.

2. Ecommerce, sports, and apparel: three worlds collide

One of the lessons we’ve learned from 2020 is that you should put at least a part of your clothing business online. The same goes for Sportswear.

Discount stores and ecommerce are the two main distribution channels in the global sportswear market. However, ecommerce is expected to grow the most. If you want your customers to choose your website over the nearest sports outlet, you have to offer them more than a great deal.

Recognize and appreciate the fine line that exists between the “digital world” and the “real world” today, especially for Gen Z and younger audiences. Online means connecting with offline and vice versa. It’s important to tell your brand’s story and create an image that works in both online and offline worlds.

Consider Balmain an iconic fashion house. The fashion industry is keeping up with the next generation of consumers, who are embracing the fusion of street style, couture, and Sportswear.

Balmain’s return to prominence has many causes. Olivier Rousteing, the creative director of the house, may have been the most important factor. Balmain has 10.6 million Instagram followers, while his personal account only has 5.9 million. This shows that investing in your brand, both physically and digitally, pays off.

Your presence in the world is important because it is saturated with brands and products; in fashion and sports, quality, heritage, and innovation matter.

Make your brand’s presence relevant to your audience. This includes everything from the user experience to social media posts, advertising campaigns, and offline events.

3. Selling sportswear: the dream of selling.

Few of us are ever going to train as part of a sports team. Even fewer will be so famous that they can be recognized on the street. We all want to be healthy, and, on some level, we all wish to look like our heroes.

Sport and fashion are the two industries that cater to these desires. The sports apparel business is based on the decreasing difference between “sportswear,” “activewear,” “athleisure,” “streetwear,” and “fashion.”

Everyman does not need couture or performance gear. They want to get the Kurt Cobain and Ramones vibes wearing Chuck Taylors. You can also feel Rocky Balboa while wearing a grey sweatsuit and running upstairs. Sports and fashion have dipped their fingers into a variety of cross-cultural pies, which consumers find irresistible, such as art, music and cinema.

Next time you see someone in leggings, don’t consider it a fashion abomination. You’ll see that leggings can be a combination of these things:

The future of Sportswear: Quality and message

Sports is a fascinating industry because it celebrates the past, present, and future.

The demand for Sportswear is high in the fashion world, especially in developing countries with more disposable incomes and time. However, the number of counterfeit and low-quality products limits the growth of the sportswear industry.

If you want to play the game, you need to put your all into it, understand the current times and concentrate on quality. In the history of fashion, Sportswear has shown that brands are successful when they create a product to solve a problem and then adapt it for other groups.

Start small and then take it to the next level. Just like in sports, your fans will be loyal to you if you stick to your guns.