# Sport Collection Pop-Up Experiences GUESS Jeans U.S.A. is Debuting Its New Collection in LA By Kalin Ned | Published 2019-08-06 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/guess-jeans-usa References: [hypebeast](https://hypebeast.com/2019/8/guess-sport-lot5-los-angeles-event) & [guessjeans](https://www.guessjeans.com/en/catalog/browse/guesssport/) [GUESS Jeans](https://www.trendhunter.com/trends/heritage-watch-collections) U.S.A. is branching out and tackling a new category in fashion -- sportswear. Dubbed GUESS Sport, the capsule will be rooted in the oh-so-popular 90s aesthetic, offering pieces for both men and women. The label's new venture will be celebrated with a [pop-up experience in Downtown Los Angeles](https://www.trendhunter.com/trends/lacostes-activations). The blow-out event will spotlight the new collection, as well as call consumer attention to some limited-edition goods and some collaborations with highly regarded streetwear labels. The GUESS Jeans U.S.A. pop-up will also have a heavy experiential element as the label has infused the retail space with "an exhibition of professional and local athletes competing in their respective games on various courts, fields, and a skate park." The pop-up will, without a doubt, be action-packed. Photo Credits: Silas Lee ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 80% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Sportswear Revival:** This trend highlights the resurgence of 90s sportswear aesthetics, creating opportunities for brands to tap into nostalgia and target a new demographic. - **Experiential Retail:** The integration of experiential elements in retail spaces provides an immersive and engaging customer experience, offering brands a chance to stand out and build stronger connections with consumers. - **Collaborations with Streetwear Labels:** Collaborating with well-known streetwear brands can help fashion labels extend their reach and appeal to a wider audience, resulting in mutually beneficial partnerships. ### Who This Affects Most - **Fashion:** Fashion brands can explore the sportswear trend to expand their offerings and attract a younger consumer base. - **Retail:** Retailers can incorporate experiential elements into their stores to differentiate themselves and increase customer engagement and loyalty. - **Streetwear:** Streetwear brands can collaborate with established fashion labels to expand their influence and gain exposure in new markets. ## Related on Trend Hunter - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Holiday Activewear Pop-Ups](https://www.trendhunter.com/trends/gymshark-popup.md) - [Premium Athleticwear Pop-Ups](https://www.trendhunter.com/trends/reigning-champ-toronto.md) - [Vibrant Race-Inspired Apparel Collections](https://www.trendhunter.com/trends/formula-1-in-miami.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Rooftop Clothing Pop-Ups](https://www.trendhunter.com/trends/ami-paris.md) - [Sporty Resort Capsules](https://www.trendhunter.com/trends/paper-x-four-seasons.md) - [Modern Denim Pop-Up Shops](https://www.trendhunter.com/trends/urban-outfitters-2.md) - [Contemporary Athleisure Brands](https://www.trendhunter.com/trends/staud-sport-1.md)