Category
Lifestyle
Serial Snacking
Trend cluster
Category
Feminized
Athleticism
The empowerment of young girls rages on in the sports industry.
3.4
Trend score
Trend
What is the Feminized Athleticism trend?
Feminized Athleticism: Though the idea of some sports being "just for boys" is quickly dissipating, girls are still not fully accommodated in the realm of athleticism. Feminized equipment and girl-only sports forward this movement in hopes of not just easing tensions today, but of reshaping the minds of youth to no longer perceive gender as a hurdle in sports and in life.
Trend themes
Themes within the Feminized Athleticism trend
Three behaviours holding the trend together01
Gender-Neutral Sports Equipment
Companies are creating sports equipment that is targeted towards girls, with products that don't have a masculine feel
02
Female-Only Sports Events
Marketing and event campaigns are being organized specifically targeting young girls and women in sports
03
Women's Fitness Apparel
Athletic apparel companies are marketing to women and girls with workout clothes that feature feminine designs and patterns
Industry implications
What the Feminized Athleticism trend means for industry
Where the trend changes the playbookFor
Athletic Equipment
Companies could capitalize on creating sports equipment that is gender-neutral
For
Sporting Events and Marketing
There is a demand for more female-only sporting events and campaigns to encourage females to be more active
For
Fitness Apparel
Athletic apparel companies could build out feminine designs catered to women and girls in order to make them feel more empowered
Trend signals
Trend signals for Feminized Athleticism
Trend score 3.4 out of 10, from popularity 51%, activity 45%, freshness 8%.
Popularity51%
Activity45%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Feminized Athleticism trend
7 featured examples from Feb 28, 2014 to May 6, 2016CategoryFashion
Princess Softball Uniforms
This 'Frozen' Girls Softball Team Poses in Disney Princess Attire
The sports apparel industry can leverage the trend of gender barrier breaking apparel to create new and unique products.
CategoryFashion
Yoga-CrossFit Workouts
Reebok Yoga Partner Tara Stiles Experiments with Blending Fitness Styles
The athletic apparel industry can benefit from focusing on designing products specifically targeted at female consumers.
CategoryLifestyle
Female-Targeted Motocross Gear
Phoenix Motocross Specializes in Women’s Motocross Clothing
The apparel and fashion industry can capitalize on the trend of specialized women's motocross clothing by creating innovative designs and expanding product offerings.
CategoryLife-Stages
Girl-Geared Archery Sets
Nerf Rebelle Series Bring the Action to a Different Demographic
Disruption opportunity to expand offerings beyond traditional gender roles and appeal to a broader customer base.
CategoryMarketing
Female Football Campaigns
This Campaign Aims to Promote Female Football & Increase Youth Interest
There is an opportunity for sports apparel companies to create gender-inclusive clothing lines for all levels of competition, from youth to professional.
CategoryLifestyle
Female-Empowering Sport Events
The Nike Women's Race Series Takes Over 20 Cities Around the World
Disruptive innovation opportunity: Introduce innovative technologies and equipment specifically tailored for women athletes.
CategorySocial Good
Gendered Athletic Interviews
This Funny Cover the Athlete Video Exposes Inequality in Sports
Opportunity to innovate by creating an unbiased media coverage and providing better training to media personnel to create equal opportunities for female athletes
