Reebok's Spring 2014 fitness clothing collection is presented in the 'Fitness in Motion' lookbook, starring top athletes not only modeling the garments, but breaking a sweat in them. The lookbook includes runners, climbers, weight-lifters all captured in epic mid-action shots.
As for the garments themselves, Reebok's Head Apparel designer Corinna Werkle describes that "We made sure a sports bra did not look like a sports bra, and we made it look like a cool surf top.…You don’t hide a bra anymore, because it’s part of your outfit and not just a functional piece." The garments in the Reebok collection make use of materials like Lycra, PrimaLoft, Tencel, wool and Cordura, making sure that your gear is able to keep up with your range of movements.
What Makes This Trend Stand Out
- Action-oriented Clothing
- There is an opportunity to create and market sportswear that not only looks great but also functions well during physically demanding activities, similar to Reebok's Fitness in Motion lookbook.
- Functional Style
- Designing workout clothes that are both highly functional and stylish enough to wear beyond the gym, following Reebok's approach to creating clothing that is not just functional but comfortable and versatile.
- Athletic Endorsements
- Brands can partner with athletes and feature them in promotional materials, similar to Reebok's use of top athletes in their Fitness in Motion lookbook, to showcase the functionality and quality of their products.
Sectors Adopting This
- Athletic Apparel
- There is an opportunity to disrupt the athletic apparel industry by creating clothing that is not only functional but also stylish and comfortable, similar to Reebok's approach in their Fitness in Motion collection.
- Sports Marketing
- There is an opportunity to leverage sports marketing by partnering with top athletes to showcase the functionality and quality of athletic apparel products, akin to Reebok's use of athletes in their Fitness in Motion lookbook.
- Sportswear Technology
- There is an opportunity to disrupt the sportswear technology industry by incorporating new materials such as Lycra, PrimaLoft, Tencel, wool, and Cordura, similar to Reebok's approach in creating highly functional and versatile clothing.
