Fashion is ever evolving and often changing into something none of us recognize. This, however, isn’t always do to alien-like concepts evoking something groundbreaking or earth shattering. It’s more effectively executed by the merging of genres bringing its counterpart to a peak for the ultimate accentuation. Today’s current cultural climate can best be described as a moment for sportswear in fashion, and the world’s largest and most influential sportswear brands are leading the charge.
For Nike, whose reach already extends through every major sport including a widely varied demographic, their entrance into high fashion is strategic in its steadfast approach towards strengthening their women’s sector. Having experienced exponential growth over the last few years, in recent times Nike has introduced high-end collaborations with Berlin-based brand Acronym and their lead designer Johanna F. Schneider, who was instrumental in the infant stages of technical sportswear. NikeLab x JFS takes a lifestyle-driven course of attack that paints an alluring portrait of style and expression. Not only is the collection progressively stylish, it says something. The offering makes a statement, an empowering proclamation in a women’s dominance in all that she encounters.
Moreover, professional female athletes like Serena Williams, Maria Sharapova and culturally transcendent model Kara Kloss, the face of Nike’s new venture with Brazilian designer Pedro Lourenco, don’t just exude style and confidence, they live it– all of which plays out on the court, runway, and of course, social media. This goes back to the mention of expression. Women, much like their male counterparts, seemingly more so than ever intend to vocalize their progression towards a healthier lifestyle.
Presented professionally and visually, now more than ever lookbooks have unparalleled digital currency, first driving intrigue that almost always leads to greater sales. Nike’s $5 billion women’s business is proof of that notion, as much of their growth has been seen in their training and running section, areas where both aforementioned high-end joint ventures find their foundation.
adidas on the other hand stabilized their stance in the high-end fashion scene several seasons ago. Working with the likes of Raf Simons, Rick Owens, and Stella McCartney, adidas is also looking to advance fiscally from this emerging wave like Nike, although they have another motive in mind.
Their footing in this sportswear/high-fashion union is done largely to incite their consumers to see their products in a completely new light. adidas aims to maintain their core and gain youthful new followers through the undeniably energy these collaborations bring. If they can get you to look, and then look again…and maybe even once more to be certain of the change you’re witnessing, they’ve won the battle of curiosity; a bout adidas sees as consumers appreciating their product on a deeper, much more emotional level.
But adidas is a business and fascination only accounts for so much. That’s one of the reasons why the brand is pushing out more product than ever before. Their partnership with Pharrell Williams was extremely successful in raising brand awareness in 2014. What’s more, we all wait with bated breath for the apparel and footwear offering from style icon Kanye West, which we now know will debut at New York Fashion Week. Among the most influential personalities in the world, West’s collection will almost surely feature a high-fashion basis, much like his own personal style aesthetic.
adidas by Kanye West could ultimately be their ascension, both financially and stylistically, into another stratosphere, and considering a marriage of sportswear and fashion will certainly be at its core, this movement may be better timed for adidas than anyone else.
Ultimately, high performance sportswear will always be the driving force that makes this market move. It’s the canvas in which this picture is inspired, and ultimately painted. Nike isn’t a fashion brand, neither is adidas and nor are any of the other sportswear brands not mentioned but currently dabbling in this often treacherous experiment. They do all have one thing in common though: they must meet the ever-changing needs of their consumers. Forecasting what their customers desire even before they do themselves is critical. Both Nike and adidas have fared well in this moment of sportswear in fashion. Luckily for them, it looks to be only the beginning.
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