# Floral Sports Apparel The Future Athletics Fashion Collaboration Unites Volcom, New Era & Tilly's By Laura McQuarrie | Published 2015-08-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-collaboration References: [tillys](http://www.tillys.com/intl/volcom-future-athletics-pack) Volcom recently launched a [fashion collaboration](https://www.trendhunter.com/trends/nikeskims-collection) with [New Era](https://www.trendhunter.com/trends/furia-2), Tilly's and professional skateboarder Ryan Sheckler as part of a philanthropic new venture to benefit charity. The 'Future Athletics' capsule collection was developed in part with Sheckler, who is the force behind The Sheckler Foundation that supports children and injured sports athletes. Pieces in the collection like classic t-shirts and hats fuse graphic floral fashion prints with athletic styles, turning traditional sportswear into street-ready apparel. A portion of the proceeds of sales through Tilly's will go towards driving The Sheckler Foundation's meaningful mission further. Across multiple industries, [co-branding is becoming increasingly popular](https://www.trendhunter.com/trends/umbro-4) as a marketing strategy to unite complementary brands and drive awareness when venturing into a new segment, market or category. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 62% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Co-branding:** The rising popularity of co-branding presents opportunities for brands to collaborate and amplify their reach in new segments or markets. - **Street-ready Apparel:** The fusion of floral fashion prints with athletic styles in the 'Future Athletics' collection showcases the opportunity to disrupt the sportswear industry with street-inspired designs. - **Philanthropic Ventures:** The partnership between Volcom, New Era, Tilly's, and The Sheckler Foundation highlights the potential for businesses to leverage their products and services for charitable causes while generating revenue. ### Industries Being Reshaped - **Fashion Industry:** The collaboration between Volcom, New Era, and Tilly's demonstrates how fashion brands can tap into new markets or customer segments through co-branding. - **Sportswear Industry:** The 'Future Athletics' collection introduces disruptive designs that blend floral fashion prints with athletic styles, presenting opportunities for innovation in the sportswear industry. - **Non-profit Sector:** The collaboration's philanthropic focus showcases how businesses can align with non-profit organizations to support meaningful causes and create positive social impact. ## Related on Trend Hunter - [Sporty Collaborative Fashion Capsules](https://www.trendhunter.com/trends/born-x-raised-1.md) - [Football Star Capsule](https://www.trendhunter.com/trends/tru-kolors-x-ae.md) - [Athletic Boundary-Blurring Collabs](https://www.trendhunter.com/trends/the-reigning-champ-x-puma-golf.md) - [Streetwear Skate Remixes](https://www.trendhunter.com/trends/new-future.md) - [Premium Hockey Collaborations](https://www.trendhunter.com/trends/lululemon-4.md) - [Collaborative Football-Inspired Apparel](https://www.trendhunter.com/trends/off-season.md) - [Genderless Court-Ready Apparel](https://www.trendhunter.com/trends/humanrace-4.md) - [Streetwear-Inspired Beer Collaboration](https://www.trendhunter.com/trends/fat-tire1.md) - [Sportwear Celebrity Fusion Tease](https://www.trendhunter.com/trends/skylrk-x-adidas.md)