HOKA ONE ONE and thisisneverthat join forces on a capsule that is spotlighted by running shoes and apparel. The French sportswear brand and the Seoul-based label bring their expertise to the table to deliver function and style for the season.
Together, this results in a footwear partnership on top of the Speedgoat 4 shoes and a selection of apparel to join as well. The model delivers breathable sensibilities with the construction of the shoe. It is detailed in a cream hue accented by blue details. The laces and webbed overlay adds onto the co-branded tab with additional textural details at the midsole foundation. The rest of the capsule includes clothing such as windbreakers in a black and white color palette.
Minimally Designed Running Capsules
HOKA ONE ONE and thisisneverthat Join Forces on a Collection
Trend Themes
1. Minimally Designed Running Capsules - Opportunity to create more collaboration between fashion and sports brands to create a streamlined, performance-focused look for athletes.
2. Breathable and Textural Sportswear - Opportunity to create advanced sportswear that uses innovative materials and aerodynamic design to enhance athlete's performance while keeping comfortable during intense activities.
3. Co-branded Athletic Apparel - Opportunity to develop partnerships between established athletic wear companies and emerging fashion labels to create unique, limited edition collections that appeal to a wide market.
Industry Implications
1. Sportswear - Innovative sportswear companies can explore the possibilities of innovative materials, streamlined designs, and sleek branding to cater to the growing demand of performance-focused sportswear.
2. Fashion - Fashion companies can collaborate with sportswear brands to create sport-luxe collections that combine fashion-forward designs with the technicality of sportswear, opening opportunities to new markets and positioning themselves as trendsetters in the industry.
3. Athletic Shoes - Athletic shoe companies can take advantage of emerging fashion trends to explore collaborations with fashion designers and emerging labels to create a unique look and dynamic functionality in sport shoes.