# Fitvertising Athletic themes in photography signify that skinny is out, fit is in. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Dec 7, 2010 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fierce-fitvertising-athletic-themes-in-photography-signify-that-skinny-is-o ## Key Figures - Trend score: 4.9/10 - Evidence articles: 6 ## What is the Fitvertising trend? **Fitvertising:** The too-skinny model controversy may be on its way out, thanks to a surge in fashion photography focused on athletics and fitness. Emphasizing fitness and muscle tone rather than twig-thin bodies, fitness-themed photography not only puts consumers in a healthier state of mind, it presents opportunities for traditional sportswear brands as well as labels wanting to break into the “athleticouture” scene. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 10 to Nov 28, 2010 - Published: Dec 7, 2010 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Themes within the Fitvertising trend ### Fitness-themed Photography The surge in fashion photography focused on athletics and fitness is emphasizing fitness and muscle tone rather than twig-thin bodies, presenting disruptive innovation opportunities for traditional sportswear brands as well as labels wanting to break into the 'athleticouture' scene. ### Vibrant Workout Fashion The trend towards upscale and trendy workout fashion presents disruptive innovation opportunities for athleisure and fitness brands looking to energize the social aspect of working out while standing out in hot spandex. ### Fierce Athletic Spreads The trend towards athletic themes emphasizes the combination of fashion and athleticism, presenting disruptive innovation opportunities for fashion brands to showcase dynamic fluidity, beauty, and grace. ## What the Fitvertising trend means for industry ### For Athleisure The trend towards upscale and trendy workout fashion and fitness-themed photography presents disruptive innovation opportunities for athleisure brands looking to energize the social aspect of working out while standing out in hot spandex. ### For Fashion The trend towards athletic themes emphasizes the combination of fashion and athleticism, presenting disruptive innovation opportunities for fashion brands to showcase dynamic fluidity, beauty, and grace. ### For Fitness The surge in fashion photography focused on athletics and fitness presents disruptive innovation opportunities for traditional sportswear brands as well as labels wanting to break into the 'athleticouture' scene. ## Trend signals for Fitvertising Trend score 4.9 out of 10, from popularity 63%, activity 75%, freshness 8%. - Popularity: 63% - Activity: 75% - Freshness: 8% ## Examples of the Fitvertising trend 6 featured examples from Apr 10 to Nov 28, 2010. - [Sultry Athletic Spreads](https://www.trendhunter.com/trends/akila-berjaoui): This Sports-Themed Editorial by Photographer Akila Berjaoui is Motivating (Category: Fashion) Implication: Disruptive innovation opportunities in this industry could include the integration of augmented reality in sports fashion retail, or the development of technology-enabled clothing… - [Fierce Sporty Fashion](https://www.trendhunter.com/trends/elle-dynamism-in-motion): The Elle 'Dynamism in Motion' Spread Collects Beauty and Athleticism (Category: Pop Culture) Implication: Disruptive innovation opportunities in creating fashion-forward athletic apparel and accessories. - [Bull-Horned Babes](https://www.trendhunter.com/trends/marc-adrian): Marc Adrian Captures Movement in his Models (Category: Fashion) Implication: Disruptive innovation opportunity: Develop and market innovative tools and techniques that push the boundaries of traditional photography and enhance the capture and presentation… - [Fierce Fitness Photography](https://www.trendhunter.com/trends/lofficiel-hommes-issue-20): Milan Vukmirovic Gets Physical for L'Officiel Hommes Issue 20 (Category: Fashion) Implication: The trend of fitness and physical aesthetics in everyday human life presents opportunities for disruptive innovation in the fitness industry, such as personalized virtual coaching… - [Vibrant Fitness Fashion](https://www.trendhunter.com/trends/workout-fashion): Reina Montero Shines in a Workout Fashion Shoot (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop innovative workout apparel using advanced fabric technologies and designs that appeal to the fashion-forward fitness market. - [Business Suit Fitness Shoots](https://www.trendhunter.com/trends/no-sweat-in-t-magazine): For 'No Sweat' in T Magazine, Aiden Andrews Works It Out (Category: Fashion) Implication: Opportunity for photographers to explore creative and unconventional concepts in their work. ## Recent trend clusters - 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