Sportswear adapts to fit the needs of increasingly multicultural consumer bases
Implications - Consumers have banded together to demand more from the athletic brands that they buy from, resulting in a more culturally inclusive range of apparel. More specifically, many have incorporated hijabs into their offerings. In addition, others have been careful to make more modest pieces available for women. This illustrates that many brands are making socially progressive changes in order to involve more consumers, while simultaneously driving a positive message and prompting other brands to do the same.
Workshop Question - How can your brand create and promote a culture of inclusion?
Trend Themes
1. Cultural Inclusivity - Sportswear brands have started to offer culturally inclusive apparel including hijabs for Muslim women and modest clothing options.
2. Modest Sportswear - Entrepreneurs and brands are identifying a gap in the market and creating sportswear for women who prefer to dress modestly for personal, religious, or cultural reasons.
3. Culturally-specific Sportswear - There is an increasing need for culturally-specific sportswear that caters to the needs of Muslim athletes and Asian communities.
Industry Implications
1. Sportswear - Sportswear brands have the opportunity to cater to the needs of diverse communities, providing inclusive and modest options for athletes.
2. Fashion - The fashion industry can help push the trend for inclusive and modest sportswear further by setting the standards, showcasing a wide range of diversity in products that meet the needs of different women athletes.
3. Tech - Technology can help entrepreneurs and brands create innovative products, such as the Asiya headband, that use breathable and flexible materials to cater to Muslim girls and women participating in sports.
