Category
Lifestyle
Assisted Choices
Trend cluster
Category
Feminizing
Rugged
Women pursue strength and challenge in exercises.
5.7
Trend score
Trend
What is the Feminizing Rugged trend?
Feminizing Rugged: In the past five years, the battle for gender equality has reached new heights with some of pop culture's biggest icons speaking openly about feminism. This pushes women to seek new challenges in all facets of life, including within athleticism and fitness. The gears have switched from exercises that promise prettiness, to those that boast strength building.
Trend themes
Themes within the Feminizing Rugged trend
Three behaviours holding the trend together01
Gender-Neutral Sports
Brands are creating sports gear/products that break traditional gender stereotypes; female boxers, female football campaigns, gender-inclusive sports gear.
02
Athletic Glamour
Taking fitness to a glamourous level; fashion brands and media publications merging sport and high-end fashion.
03
Female Empowerment through Fitness
Women are seeking to create athletic and physical goals similar to men; movement toward increasing inclusivity and equality in sports and fitness.
Industry implications
What the Feminizing Rugged trend means for industry
Where the trend changes the playbookFor
Sportswear Industry
Brands must produce sportswear products that include greater diversity, inclusivity, and accessibility.
For
Fashion Industry
Opportunity to merge athletic wear with high end fashion to create new products aimed at athletes and fitness enthusiasts.
For
Sports and Fitness Industry
Brands need to create more gender-neutral products and foster inclusivity in marketing and advertising within the industry.
Trend signals
Trend signals for Feminizing Rugged
Trend score 5.7 out of 10, from popularity 79%, activity 85%, freshness 8%.
Popularity79%
Activity85%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Feminizing Rugged trend
10 featured examples from May 31, 2011 to Oct 10, 2015CategoryLifestyle
Weather-Defying Sport Experiences
The Nike Project North Blogger Event is an Adventurous Campaign
The outdoor apparel industry can tap into the trend of cold weather adventures by designing innovative and functional gear for extreme weather conditions.
CategoryLifestyle
Ugly Workout Campaigns
The Darjeeling Sportswear Ads Show that Fitness Isn't Always Hot
The fitness industry can incorporate less intimidating and relatable images into their campaigns to attract more unconventional customers.
CategoryFashion
Embellished Boxer Editorials
The Harper's Bazaar Mexico July 2014 Piccone Photoshoot is Sport Chic
Fashion retailers can incorporate sport-inspired designs and embellishments into their product line to attract customers with a more active lifestyle.
CategoryFashion
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
Inspirational Women Boxers
Claudia Gaudelli Challenges the Notion of the Male-Dominated Sport
The Women Boxers photo series presents an opportunity for sports organizations and brands to promote female empowerment and encourage inclusivity in the industry.
CategoryFashion
Haute Hiking Boots
The Louis Vuitton Alpinist Mountain Ankle Boot Offers an Air of Elegance
The convergence of fashion and outdoor gear provides disruptive innovation opportunities for designers and retailers in the fashion industry.
CategoryLifestyle
Gender-Inclusive Sports Gear
Nike Women's Basketball Collection Shows this Sector's Growth
The emergence of a niche market for gender-inclusive and specialized apparel creates opportunities for brands in the athletic apparel industry.
CategoryLifestyle
Girly Mountain Missions
The Juan Rayos Longboard Girls Crew Rides Through Madrid's Mountains
The outdoor sports industry can explore partnerships with videographers to document and promote the exhilarating experiences offered by activities like longboarding.
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.
