Nigel Goodwin — July 27, 2006 — Lifestyle
References: spotlightingnews
Hollywood star Scarlett Johansson has signed a deal to create a new line of clothing and footwear with Reebok.
The Scarlett Rbk line will feature t-shirts, track jackets and hoodies and will appear in high-end department stores and boutiques next spring. Johansson will also be featured in Reebok's global 2007 women's advertising campaign.
It might seem like a strange tie-up, considering that Johansson herself admits to not being athletic. However, Reebok believes it's a good partnership, describing Johansson as a "world renowned style icon" and an "inspiration for today's young women".
Overall, the deal seems to follow the broader trend of athletic clothing lines focusing less on actual fitness and more on fashion.
The Scarlett Rbk line will feature t-shirts, track jackets and hoodies and will appear in high-end department stores and boutiques next spring. Johansson will also be featured in Reebok's global 2007 women's advertising campaign.
It might seem like a strange tie-up, considering that Johansson herself admits to not being athletic. However, Reebok believes it's a good partnership, describing Johansson as a "world renowned style icon" and an "inspiration for today's young women".
Overall, the deal seems to follow the broader trend of athletic clothing lines focusing less on actual fitness and more on fashion.
Trend Themes
1. Athleisure Fashion - Opportunity for Reebok to tap into the growing trend of athleisure fashion by partnering with a style icon like Scarlett Johansson.
2. Celebrity Collaborations - Opportunity for other athletic clothing brands to collaborate with celebrities to enhance their brand image and reach a wider audience.
3. Fashion-driven Fitness - Opportunity for fitness brands to shift their focus from performance-driven apparel to fashion-focused fitness wear to attract a larger consumer base.
Industry Implications
1. Fashion Retail - Opportunity for high-end department stores and boutiques to showcase the Scarlett Rbk line and cater to the demand for athleisure fashion.
2. Celebrities and Entertainment - Opportunity for other celebrities to partner with athletic brands and explore new avenues for brand collaborations.
3. Fitness and Wellness - Opportunity for fitness brands to expand their product offerings and cater to the fashion-conscious consumers seeking stylish workout attire.
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