Creating the unlikely bridge from aggressive sports to fashion
Implications - Sports have evolved from being athletic activities, to being a theme which can be integrated even into the most unathletic innovations. Fashion and hockey had several encounters this year, from Sean Avery interning at Vogue magazine, to the launch of Alexander Ovechkin’s unisex fashion line.
Trend Themes
1. Athletes in Fashion - Athletes are exploring and participating in fashion-focused initiatives, blurring the line between sports and fashion industries, creating opportunities for crossover products.
2. Athlete Branding - Athletes, like Alexander Ovechkin, are creating their own fashion brands, using their personal style and fan base to create unique apparel and accessories; offering disruption to the traditional fashion industry in the creation and marketing of sportswear.
3. Eco-friendly Athletic Apparel - The creation of eco-friendly athletic apparel, like the uniforms created for Team Canada in the 2008 Beijing Olympics by the Hudson Bay Company, shows a trend towards sustainability and environmentally-friendly clothing in sports.
Industry Implications
1. Fashion - Athletes participating in fashion initiatives and designing their own fashion lines are creating opportunities for new types of sportswear and fashion collaborations.
2. Sports - The increasing blurring of lines between sports and fashion industries creates product opportunities that cater to both markets and appeal to consumers who identify with both industries.
3. Sustainability - The creation of eco-friendly athletic apparel shows a trend towards sustainability and environmentally-friendly clothing not only in sports, but also in the broader fashion industry.
