- Fash­ion Flash: Where Sport Meets Fash­ion

This was the first time a high­fash­ion de­signer worked with a sports­wear com­pany.

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The place where sport meets fash­ion is a two-way street. Be­lieve it or not, there's a word for it: “sport­sanista,” nat­u­rally, means a fash­ion­ista who loves sports.

This trend can be de­fined sim­ply as com­fort­able clothes for a fash­ion mar­ket. It blends sweat­shirts with high heels and sweat­pants with silky shirts. Peo­ple are seek­ing clothes that take them all around the city in style … no has­sle to make meet­ings on time and easy to pack for trav­el­ing. Ath­lete's wear is no longer a stereo­type for the stay-at-home lazy look but now a hall­mark of suc­cess­ful busi­ness peo­ple.

In dual-track terms, we are see­ing sport brands hir­ing fa­mous fash­ion de­sign­ers, and fash­ion brands be­com­ing more ath­letic-ori­ented. This new look has in­vaded our wardrobes, cre­at­ing a high de­mand for high-end sports­wear. Tech­nol­ogy has be­come an im­por­tant fac­tor with the in­cor­po­ra­tion of light­weight fab­rics and su­per-soft tex­tures.

Adi­das was ahead of the pack, launch­ing its first fash­ion col­lab­o­ra­tion with Yo­hji Ya­mamoto back in 2003. This was the first time a high-fash­ion de­signer worked with a sports­wear com­pany, break­ing down the walls be­tween the two tar­get mar­kets.

An ath­letic col­lab­o­ra­tion al­lows de­sign­ers to cap­ture an ever-grow­ing con­sumer sec­tor: ath­leisure, which Wikipedia de­fines as a fash­ion trend wherein “cloth­ing de­signed for work­outs and other ath­letic ac­tiv­i­ties is worn in other set­tings, such as at the work­place, at school, or at other ca­sual or so­cial oc­ca­sions.”

Sport­sanistas have also fol­lowed with in­ter­est an over­lap­ping up­turn in con­sumer de­mand for well­ness ser­vices and prod­ucts over­all, in­clud­ing those re­lated to beauty and fit­ness. A land­mark Global Well­ness In­sti­tute study in

2014 re­vealed that the well­ness mar­ket world­wide was worth $3.4 tril­lion, mak­ing it nearly three times larger than the $1 tril­lion phar­ma­ceu­ti­cal in­dus­try.

By Pa­tri­cia Ster­man

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