Category
Lifestyle
Sugar Moderation
Trend cluster
Category
Sports
Style
Creating the unlikely bridge from aggressive sports to fashion.
3.3
Trend score
Trend
What is the Sports Style trend?
Sports Style: Sports have evolved from being athletic activities, to being a theme which can be integrated even into the most unathletic innovations. Fashion and hockey had several encounters this year, from Sean Avery interning at Vogue magazine, to the launch of Alexander Ovechkin’s unisex fashion line.
Trend themes
Themes within the Sports Style trend
Three behaviours holding the trend together01
Athletes in Fashion
Athletes are exploring and participating in fashion-focused initiatives, blurring the line between sports and fashion industries, creating opportunities for crossover products.
02
Athlete Branding
Athletes, like Alexander Ovechkin, are creating their own fashion brands, using their personal style and fan base to create unique apparel and accessories; offering disruption to the traditional fashion industry in the creation and marketing of sportswear.
03
Eco-Friendly Athletic Apparel
The creation of eco-friendly athletic apparel, like the uniforms created for Team Canada in the 2008 Beijing Olympics by the Hudson Bay Company, shows a trend towards sustainability and environmentally-friendly clothing in sports.
Industry implications
What the Sports Style trend means for industry
Where the trend changes the playbookFor
Fashion
Athletes participating in fashion initiatives and designing their own fashion lines are creating opportunities for new types of sportswear and fashion collaborations.
For
Sports
The increasing blurring of lines between sports and fashion industries creates product opportunities that cater to both markets and appeal to consumers who identify with both industries.
For
Sustainability
The creation of eco-friendly athletic apparel shows a trend towards sustainability and environmentally-friendly clothing not only in sports, but also in the broader fashion industry.
Trend signals
Trend signals for Sports Style
Trend score 3.3 out of 10, from popularity 22%, activity 69%, freshness 8%.
Popularity22%
Activity69%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Sports Style trend
4 featured examples from May 17 to Aug 11, 2008CategoryCelebs
Sports Awards Fashion
ESPY Awards Celebrity Outfits
Disruptive innovation opportunities include leveraging AI and machine learning in designing and manufacturing celebrity fashion, as well as adopting sustainable and ethical practi…
CategoryLifestyle
Ethical Beijing Olympic Apparel
Eco Team Canada Uniforms
Disruptive innovation opportunity: Integrate sustainable and high-tech materials into sportswear designs.
CategoryLifestyle
NHL Player Fashion Branding
Ovechkin Designer Street Wear Collection
The fashion industry has an opportunity to collaborate with athletes to create unique clothing lines that capture their persona and style.
CategoryPop Culture
Athletes as Fashion Journalists
Sean Avery Interns at Vogue
The fashion industry should explore how collaborations with athletes could bring a fresh perspective to the industry and potentially attract a new target audience.
