(R)evolution Of Sportswear

More than just practical, sportswear has a number of uses - from providing comfort and flexibility to a sense of belonging and pride. Today, sportswear has well-and-truly broken out from the confines of the court and made its way to the streets to become ‘the new casual’ in the form of athleisure.

Fashion brands, technology businesses and famous faces are all becoming the new competitors for sportswear brands. We explore the culture shifts that brought us here, the most interesting and innovative case examples surrounding sportswear and begin to predict where it’ll be heading along with the meanings for brands.


The New Normal.

The COVID-19 outbreak is a new global reality that arrived fast and unexpectly, resulting in the birth of completely unfamiliar business context. With the beginning of the new calendar and fiscal years, businesses have seen their plans for 2020 become obsolete over the course of a few weeks. Undoubtedly as part of immediate crisis management, business leaders are coping with today but also revising plans, projections and priorities for what many are calling the ‘New Normal’.