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(R)evolution Of Sportswear

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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.

Published in: Sports
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(R)evolution Of Sportswear

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. THE BRANDS WHO SHAPED SPORTSWEAR CULTURE & TOMORROW’S TRENDS (R)EVOLUTION OF SPORTSWEAR 1 the latest installment of our: Snapshot Series LHBS // (R)EVOLUTION OF SPORTSWEAR
  2. 2. ABOUT. At LHBS, we believe in continuously observing and learning from what’s happing in the market. We’ve created our Snapshot Series to provide insights on platforms, industries and companies. Using best practice examples, we explore, analyze and share how businesses are adapting to new trends. Moving from insightful data to best practices to inspiring thought starters for brands, Snapshots can be a guide to bring meaningful innovations to life in different areas of business. This issue explores the changing image of sportswear through 3 of the biggest transitions across the industry, diving into what this means for brands today and what they can expect tomorrow. We hope you enjoy this deck and find inspiration for your innovation process. UNDERSTAND TODAY. SHAPE TOMORROW. 2 Discover Define Develop Deliver UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // (R)EVOLUTION OF SPORTSWEAR
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRODU CTION. 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. LHBS is a marketing & innovation firm with offices in Berlin and Copenhagen. We help clients to understand today's emerging customer expectations and to shape their business offerings for tomorrow. http://www.lhbs.com Kathleen McCaffrey Analyst at LHBS lhbs.com | kmc@lhbs.com INTRODUCTION 3 LHBS // (R)EVOLUTION OF SPORTSWEAR
  4. 4. UNDERSTAND TODAY. SHAPE TOMORROW. The past few decades have seen sportswear transition in a number of ways with influence from art, icons, consumer insights and the brands themselves 4 LHBS // (R)EVOLUTION OF SPORTSWEAR INTRODUCTION
  5. 5. UNDERSTAND TODAY. SHAPE TOMORROW. We observe how three new use-cases for sportswear arose and took the industry into a new direction each time Each provided new opportunities for brands and business, new value for consumers and even a new definition of sport 5 LHBS // (R)EVOLUTION OF SPORTSWEAR INTRODUCTION
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 3 BIG TRANSITIONS IN SPORTSWEAR 6 COURT TO CATWALK NICE-TO- HAVE TO NEED-TO- HAVE EVERY-SO- OFTEN TO EVERYDAY Sportswear made its way to the streets and became the new casual wear. Fashion brands began exploring athleisure Brands began to create a sense of exclusivity and scarcity to generate hype for new collections and limited-edition pieces With the adoption of smartphones, wearables and a changing perception of sports, it is becoming increasingly integrated into our day-to-day lives LHBS // (R)EVOLUTION OF SPORTSWEAR INTRODUCTION
  7. 7. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. NICE-TO-HAVE TO NEED-TO- HAVE EVERY-SO- OFTEN TO EVERYDAY COURT TO CATWALK CONTENT 7 Chapter 1 Chapter 2 Chapter 3 WHERE’S SPORTSWEAR HEADING? Chapter 4 LHBS // (R)EVOLUTION OF SPORTSWEAR
  8. 8. CHAPTER TITLE UNDERSTAND TODAY. SHAPE TOMORROW. While it seems sportswear has been connected with fashion and music scenes from the start, it actually took a few pioneering sportswear brands to make the leap. Sportswear began to be seen out of context in the 80s, and grew to become today’s new casual wear. Helping it on it’s way has been fashion brand collaborations with big names in the sporting world, the social media treadmill of keeping up appearances which brought about the “healthy is happy, sporty is sexy” images, and on top of this, sportswear is easy and comfortable - it’s no secret we have a preference for shortcuts and effortlessness. COURT TO CATWALK 8 CHAPTER 1 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  9. 9. UNDERSTAND TODAY. SHAPE TOMORROW. Whether it’s wearing Yoga pants for shopping or sneakers to the office, sportswear has become the new casual wear 9 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW. Fashion brands began to recognize this new use of sportswear and started their own collections which was dubbed “athleisure” Sportswear design became less concerned with addressing performance (i.e. streamlined, sweat-resistant etc.) and more preoccupied with looking fashionable and feeling comfortable 10 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW. 11 Athleisure has now surpassed performance sports shoes to become the largest category in the US sneaker market (they were roughly even in 2016 at approx. $8.2bn) FOR PERFORMANCE FOR FASHION LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. Was it the consumers who instigated this new way to wear sports clothes, or was it the sportswear brands themselves who influenced society? 12 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  13. 13. UNDERSTAND TODAY. SHAPE TOMORROW. Case examples on two of the oldest sportswear brands - Adidas & Puma - reveal that maybe it was the brands who sparked a new use case for sportswear 13 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  14. 14. UNDERSTAND TODAY. SHAPE TOMORROW. 14 In the 70s, Puma turned a single endorsement into a lasting hip-hop trend. Today, they continue to not only co-create collections and sneaker editions with stars of the hip-hop scene, but endeavor to give complete creative control to the artists, setting them apart from rivals. - CASE 1 - DEFINING A MUSIC SCENE LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  15. 15. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Basketball legend Walt “Clyde” Frazier endorsed the Suede shoe One of the first and most influential shoe endorsements brought Puma sneakers off the court and incorporated into street-wear. Years later the suede sneakers were endorsed by basketball legend Walk Frazier, becoming the first basketball player to have a shoe named after him - the “Clyde”. It sold millions and also because a cool piece of fashion, making its way into the world of hip hop and becoming part of the genre-defining, B-Boy groups’ outfits. 15 THEN LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW. The endorsement of being a cool shoe on and off the court by a basketball legend turned Puma’s Clyde into a staple fashion piece in hip-hop culture 16 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Still In Suede Even today the suede sneakers by Puma can be seen in hip-hop culture, really holding it’s ground. In 2017, across the German border in the Netherlands, the Red Bull BC One world championships pitted the best breakers in world culture against one another. A big presence on the feet of the competitors was – still – the PUMA Suede. Now 50 years deep, the PUMA Suede remains an important fixture in hip-hop culture and can be credited for taking B-Boy Culture from the Bronx to the world. 17 NOW LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Collaborations With A Freedom Of Expression Unique collections as a result of Puma giving complete creative control to hip-hop artists such as Rihanna, Big Sean and The Weeknd has only emphasized their presence on the hip-hop scene. Puma say that the greatest advantage artists have when collaborating with them is that the artists have much greater influence and creative-say over how their items will look, feel and how they are marketed. This results in collections such as Rihanna’s “Fenty” which was unlike anything puma had previously created. This freedom of expression has attracted many big names, especially appealing to their target audience in the hip-hop scene as they’re often the ones to speak up honestly and openly through their art. 18 NOW LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW. 19 Back in the 80s, Adidas turned one artist’s song into a lifelong collaboration with music stars. Today, they continue to collaborate and even envision their future to be much more intertwined with the music industry. - CASE 2 - ART & SPORTS MERGE LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW.Source: The Merge Of Art And Sport Back in 1986 Adidas and Run DMC formed an unlikely partnership which set off an everlasting street fashion trend. Quite by chance, Adidas and Run DMC collaborated to mark the start of non-athletic promotions in the sporting goods world. An Adidas employee was attending a concert by the band and heard their song “my adidas”, during which the band held up the classic 3-Stripes shoes to the crowd. The song was about hard-working people in troubled neighborhoods, and their pure enthusiasm about their sneakers. 20 THEN LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. This merge of art and sport sparked an era of non- athletic promotions in the sporting goods industry, and began a unique collaboration which would evolve with the music scene 21 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Adidas Originals Combine Music With Unique Sportswear Adidas continued to partner with popular hip-hop stars in music including Kanye West, Snoop Dogg, Missy Elliot, Big Sean, Pharrell Williams & more. Continuing and constantly evolving this merge of arts and sports, Adidas launched a collection named Adidas Originals. This collection features items of sportswear not only endorsed but co-created with current musicians as well as big names in the fashion industry, centered around street-wear and hip-hop culture. 22 NOW LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Adidas Is Setting Itself Up To Be The Next Big Record Label Adidas’s VP of Global Entertainment has a vision for the future of brands as being the new record labels. Being the ones who recognized the opportunity when music labels began to struggle to stay afloat, Jon Wexler, the company’s VP of Global Entertainment and his team envision a future where brands can become record labels. They are already tapping into artists’ existing fanbases, offering them experiences and tangible goods and giving the artists themselves an outlet for their creativity. 23 NOW LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW. The transition of sportswear to casual and fashionable wear saw many other brands propel the trend Society also began to view those who did sport - or at least look like they did through simply wearing sports clothes - in a new, more positive and inspiring light 24 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW. Levi’s And The Athleisure Trend As consumers opted for exercise gear over jeans, Levi's profits significantly fell in 2014. In response, Levi's released a line of jeans with flexile coatings and has also advertised the Commuter Jeans – pants that are built for "mobility, comfort, and durability."  Explore Sign Levi's have tried to make jeans feel more like yoga pants to remain competitive. Amazon Launch Athleisure Brand Amazon have confirmed they will be launching their own athleisure brand. They already have a number of their own trademarked brands being sold through several clothing retailers, but now are pushing to really stand on their own as a clothing brand. Explore Sign Sporty Is The New Sexy Tarte’s athleisure skincare™ collection: the company partnered with social media “fitfluencers” to promote the new line. Rae Cosmetics: sweat-resistant makeup. Sweat Cosmetics: founded by 5 pro athletes, specifically for women who work out in the sun. Explore Sign Amazon are looking to hire brand managers to help launch their upcoming athletic clothing label and take over as leading activewear retailer.  More and more cosmetic brands are catering to fitness enthusiasts. 25 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW. 26 LHBS // (R)EVOLUTION OF SPORTSWEAR Want more signs? Explore our innovation hub COURT TO CATWALK
  27. 27. IMPLICATION FOR BRANDS Could you start a new trend by creating a new use case? Could you influence a culture? Today, brands that once helped shape a culture around sportswear are now pushing fiercely to offer value to consumers alongside a new wave of competitors. Could you breakaway from a highly competitive landscape by creating an entirely new use-case for your product, and potentially influencing a culture or scene along the way? UNDERSTAND TODAY. SHAPE TOMORROW. 27 LHBS // (R)EVOLUTION OF SPORTSWEAR COURT TO CATWALK
  28. 28. CHAPTER TITLE UNDERSTAND TODAY. SHAPE TOMORROW. The move into fashion has spurred innovation and re-invention of sportswear to keep up with evolving fashion trends. Similarities can certainly be drawn from the current state of sportswear marketing and what has been happening in the fashion industry for decades. Generating hype and projecting an air of exclusivity around new collections and limited-edition releases. When it comes to sneakers, we can attribute much of this new approach to Nike, who gave a platform to sneaker-heads back in the 90s and grew a niche audience for these marketing campaigns, moving sneakers on from a nice-to-have item to a need-to-have. NICE-TO-HAVE TO NEED-TO- HAVE 28 CHAPTER 2 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW. Sportswear transitioned from nice-to-have to need- to-have as brands created an air of exclusivity and scarcity around sportswear, accessories & experiences 29 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW. A case example from Nike shows how the growth of sneaker-heads can be attributed to their initiatives, and in turn the rise of exclusivity and limited-edition releases in the sportswear industry 30 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW. 31 Nike turned an interest into an obsession when they were the first to give sneaker-heads a platform to chat with others about their passion. Nike now had a highly targeted audience to generate buzz around new releases. Today, Nike’s strategy has evolved to utilize new digital devices and social channels. - THE CASE OF NIKETALK - GIVING SNEAKER-HEADS A PLATFORM LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW.Source: NikeTalk, Sneaker- Heads’ First Platform Back in 1999 Nike launched an online forum for those passionate about sneakers to chat with one- another. The first to offer sneaker-heads a place to find others with the same interest, the NikeTalk platform set off a new use-case for sneakers. They had a target audience to begin releasing limited-edition sneakers to, and this soon grew. Digital channels only fueled the flame, being able to offer more real-time communication to really build exclusivity and a “get it now or never” feeling in consumers. 32 THEN LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW. In 1999 NikeTalk was launched as a discussion platform for sneaker-heads It kick-started a culture around sneaker collecting and uncovered a demand for limited edition sneakers 33 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Nike SNKRS App With Nike’s SNKRS app, sneaker lovers have an easy way to get their hands on the most desired Nike sneakers. Explore Sign SNKRS gives Nike fans access to its most premium sneakers. This most exclusive catalog of men’s and women’s shoes includes popular franchises like Air Force 1, Foamposite, Nike SB, and Jordan. The SNKRS app also lets users follow their favorite Nike franchises and customize and personalize the shoes right from the app. The app notifies users when their favorite shoes become available, and they can then be purchased with just a few taps. 34 NOW LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW.Source: A First For Snapchat Sells Out In Minutes Attendees of Nike after parties following an NBA game could access Nike’s new Air Jordans directly via Snapchat, and they sold out in 23 minutes. Explore Sign The first brand to sell a product directly through Snapchat yielded an incredibly positive result for Nike, who saw their Air Jordan III “Tinker” edition sell out within 23 minutes. Fans who attended a Nike party following the NBA All-Star game were able to scan exclusive Snap codes which gave them access to purchase the sneakers. 35 NOW LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW. The occurrence and value of limited-edition releases and collections rose Sportswear is now not only more comfortable and casual as well as more fashionable, but also became a statement of “I am one of the few” and “I have something no-one else has” 36 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW. Once again, other brands perpetuated this trend Limited access turned out to be a great engagement tool to break through the noise on social channels and apps 37 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW. Nike’s Rare Sneakers Strategy Nike doesn’t publicize new releases, instead they often only appear in independent retailers in hip neighborhoods. To find out when and where the shoes are arriving, sneaker enthusiasts must cultivate contacts with retailers, dealers and collectors.  Explore Sign Sneaker fanatics are willing to pay above-and-beyond for rare styles. Nike aimed to differentiate their mass market product with their more exclusive items. Adidas’ Exclusive Sneak Peeks Pharrell Williams took over the Adidas’ Snapchat for the launch of his "Pink Beach" footwear and apparel collection. This included a dedicated hashtag and geo- filter designed and created especially for the event.  Pharrell's Snapchat story hit 3,4 million views and 87% of users watched the entire story.  Explore Sign AR Unboxing Foot Locker launched an AR campaign via Snapchat for the release of Nike’s new Air Jordans. The campaign gave fans an early - 3D - preview of the shoes. They could change the color of the sneakers and explore close-ups They were even able to “take them for a walk” (virtually) across the space they were stood in. Explore Sign Adidas Snapchat channel features exclusive previews of new collections for sneaker-heads. Foot Locker’s campaign via Snapchat uses AR for a more immersive unboxing experience. 38 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  39. 39. UNDERSTAND TODAY. SHAPE TOMORROW. 39 LHBS // (R)EVOLUTION OF SPORTSWEAR Want more signs? Explore our innovation hub NICE-TO-HAVE TO NEED-TO-HAVE
  40. 40. IMPLICATION FOR BRANDS Can you differentiate your products by building exclusivity around unique releases? With today’s abundance of products and constant bombardment of communication, creating hype and a sense of need-to-have around a limited selection of products is a way to stand out to consumers. How might you project this feeling of scarcity and excitement around your products, making people feel part of the “in” crowd by getting their hands on it first? UNDERSTAND TODAY. SHAPE TOMORROW. 40 LHBS // (R)EVOLUTION OF SPORTSWEAR NICE-TO-HAVE TO NEED-TO-HAVE
  41. 41. CHAPTER TITLE UNDERSTAND TODAY. SHAPE TOMORROW. Opportunities to participate in sport opened up when it was no longer only available through clubs and organizations, but to anyone with a smartphone. From online content to apps and wearables, everyone can now feel like an athlete with their own personal trainer, nutritionist and even other pro athletes at their fingertips. With this simple, tap-of-a-button access along with the growing adoption of wearables, sport is going from a once-a-week to a daily activity. EVERY-SO- OFTEN TO EVERYDAY 41 CHAPTER 3 EVERY-SO-OFTEN TO EVERYDAYLHBS // (R)EVOLUTION OF SPORTSWEAR
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW. Technology made sport accessible by the many, not the elite few Today anyone can access their very own personal trainer, nutritionist and even referee - in the palm of their hand 42 LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW. Technology turned the smartphone into the only equipment needed and tracking tech turned every single activity into sport 43 LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  44. 44. UNDERSTAND TODAY. SHAPE TOMORROW. ‘Sport’ has come to embody much more, with the majority now considering walking for leisure or traveling and dancing as sports 44Source: Active Lives survey 2015 / 2016 sport fitness cycling for leisure/sport cycling for travel walking for leisure/sport walking for travel dance Activities we now include LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  45. 45. UNDERSTAND TODAY. SHAPE TOMORROW. This open-access and all-inclusive mentality for any level of athlete meant sports became integrated into our everyday 45 LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  46. 46. UNDERSTAND TODAY. SHAPE TOMORROW. This trend grew not from any specific move made by a brand, but from a combination of: One such influential brand has to be Nike, with their game-changing mission statement… 1 2 3 46 LHBS // (R)EVOLUTION OF SPORTSWEAR A rapid adoption of technologies Increased usability and accessibility of service-experiences With the help of influential brands EVERY-SO-OFTEN TO EVERYDAY
  47. 47. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Nike’s Mission Statement "To bring inspiration and innovation to every athlete* in the world”. Co-founder Bill Bowerman famously added: "If you have a body, you are an athlete”. Nike are one of the big influencers when it comes to bringing sport out of the elite ranks and to the masses. They really broadened their audience when they redefined an “athlete”. 47 LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  48. 48. UNDERSTAND TODAY. SHAPE TOMORROW. Today, many brands are working towards bringing sport into consumers’ day-to-day lives through offering enabling technologies that enhance their current activities So far they have enabled consumers to… 48 LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  49. 49. UNDERSTAND TODAY. SHAPE TOMORROW. Smart Fitness Tracking Under Armour’s UA HealthBox - A fitness kit including a wristband, scale and heart-rate monitor.  Sensoria Fitness - Track activities via Smart Socks.  Ampy Move - A wearable charging device which captures the kinetic energy of workouts. Explore Sign Access Fitness Data On Alexa With almost instant stat updates on Alexa from the user’s Fitbit app, personal fitness information can be accessed easily using only voice, including weight, steps taken, goals met, sleep tracking, among others. Explore Sign Innovative fitness trackers in the shape of basketballs, socks and earphones make it easier to keep on track with workouts.  Fitbit users can now use their voice to access personal stats on Alexa. 49 …keep track despite no advanced equipment or lab… LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  50. 50. UNDERSTAND TODAY. SHAPE TOMORROW. Smart Sleeve Makes You A Basketball Pro The  SOLIDshot smart sleeve has bundles of sensors which collectively send information to your phone via Bluetooth. Each sensor tracks a different part of your shooting motion. To make the use easy during work-out, the technology uses speakers and LEDs to let you know what you can improve. Explore Sign Nike Hyper Court A collaboration between Nike and Google, the hyper Courts are a mix of digital and physical. Users can access Nike content via their smartphones without using up any of their data. This content includes training drills for various types of players to help young people improve their game. Explore Sign The SOLIDshot smart sleeve supports training by tracking the shooting motion and giving instant feedback. Nike and Google team up to bring millions of young people a digital and physical basketball experience. 50 …learn skill & technique despite no personal trainer or coach… LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  51. 51. UNDERSTAND TODAY. SHAPE TOMORROW. Digital Referee Wristband Ref is an app-enabled score and timekeeper that allows players to keep track of a game. Originally intended for basketball but can be used for any point scoring sports game, players simply need to set up the display and add points and time via the touch of a button on their wristband. Explore Sign Bringing AR To Ski Slopes RideOn’s ski goggles allow the user to augment their ride down the slopes. They can interact with other riders and even call or text them hands-free. An integrated camera means they can share their ride live on Facebook. They can also experience a virtual slalom track or race their favorite athlete down the slopes. Explore Sign A digital referee on the wrist displays real time score on a scoreboard. The world’s first AR ski goggles by RideOn allow users to ride through a virtual slalom track, chase a favorite athlete down the slopes and interact with friends. 51 …play despite limited facilities… LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  52. 52. UNDERSTAND TODAY. SHAPE TOMORROW. 52 LHBS // (R)EVOLUTION OF SPORTSWEAR Want more signs? Explore our innovation hub EVERY-SO-OFTEN TO EVERYDAY
  53. 53. IMPLICATION FOR BRANDS By rethinking how you can harness digital, could you create more possibilities for people? Possibilities could mean anything related to your product or even your values surrounding your brand. As a sportswear brand, Nike’s product is traditionally apparel, but they made it their mission to give people more possibilities to access sport no matter where or who they are. They did this by becoming a highly digital business, and reshaped their business model. How might you bring your business up-to-date with digital, and what possibilities could this bring not just your customers, but your company? UNDERSTAND TODAY. SHAPE TOMORROW. 53 LHBS // (R)EVOLUTION OF SPORTSWEAR EVERY-SO-OFTEN TO EVERYDAY
  54. 54. CHAPTER TITLE UNDERSTAND TODAY. SHAPE TOMORROW. Observing the current trends and how much sportswear has already evolved, we have made some predictions about what we believe the near future holds for both product development and the culture surrounding sportswear. With technology continually advancing and a culture shifting towards mindfulness and wellbeing, there’s already some indications from brands of what we can expect much more of within the sportswear industry. We recommend taking these predictions as food for thought for your business, and something to always be looking out for. WHERE’S SPORTSWEAR HEADING? 54 CHAPTER 4 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  55. 55. UNDERSTAND TODAY. SHAPE TOMORROW. PREDICTION ONE Brands will continue to bridge the gap between athlete and audience 55 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  56. 56. UNDERSTAND TODAY. SHAPE TOMORROW. Technology and storytelling is bringing the audience closer and closer to sport From sensory sportswear to uncovering the journey of an elite athlete, brands will continue to find new ways to connect fans to the action 56 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  57. 57. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Virtual Reality Platform Offers Stadium Experience LiveLike lets viewers watch sports games in virtual reality from multiple angles. Explore Sign Fans can sit in a VR box suite and watch the game from positions behind the goal or the 50-yard line, and view the game from several angles at once.  Users can also invite friends (who appear as avatars) over to watch the match together. During the game, friends can chat and pull up different views of the field and view highlights and stats. 57 VISUAL EXPERIENCES LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  58. 58. UNDERSTAND TODAY. SHAPE TOMORROW.Source: VISUAL EXPERIENCES Sportswear With Integrated Camera FirstV1sion is a Spanish sports company offering sportswear with embedded camera for watching sports actions in real-time from point of view of the athlete. Explore Sign The FirstV1sion camera is located at the athlete's height of the chest. It also allows to instantly broadcast the footage from the event. The information shared with viewers includes pulsometer and accelerometer that deliver real-time stats. 58 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  59. 59. UNDERSTAND TODAY. SHAPE TOMORROW.Source: SENSORY EXPERIENCES Vibrating Jersey All sports fans want to be as close to the action as possible. Now, the Alert Shirt makes it feel like you’re right on the field, next to the players. Expore Sign We:eX integrate hardware, software, and apparel designed to connect people to television viewing in a new way. The Alert Shirt takes real-time game data, transmits it to an app, sends that data from the app to the electronics in the jersey via Bluetooth, and finally converts the received data into sensations and impulses – based on collected test results – to mimic on-field action. 59 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  60. 60. UNDERSTAND TODAY. SHAPE TOMORROW. "Sports marketing in 2017-2018 is an exciting mess. An elegant chaos. Traditional sponsorship is not dead, but great use of assets that genuinely engage are few and far between”. 60 – James Kirkham, head of fan media channel COPA90 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  61. 61. UNDERSTAND TODAY. SHAPE TOMORROW. PREDICTION TWO Apparel will be created for the body and the mind 61 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  62. 62. UNDERSTAND TODAY. SHAPE TOMORROW. "A sense of comfort sure plays a part in putting a person in better mood, or even a more competitive mindset … Even the color of the garment is important in establishing personal pride, team spirit or a sense of belonging”. 62 - Professor Yi Li, Expert in high-performance sportswear from the Institute of Textiles and Clothing at Hong Kong Polytechnic University (He also supervised the design and construction of sports apparel for the Hong Kong Olympic teams in 2008 and 2012) LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  63. 63. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Lululemon’s Range To Fit The Wearer’s Mind Lululemon’s range of “Engineered Sensations” yoga and running pants were categorized by how the wearer would like to feel. Explore Sign Lululemon’s Innovation lab has been working on the connection between sportswear and the mind for some time. They launched their “Engineered Sensations” Yoga and running pants which were categorized by feeling such as “relaxed”, “naked”. “hugged”. This way the customer could instead choose the feeling they want to have while wearing them. This all stemmed from a great deal of customer feedback while developing the range. 63 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  64. 64. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Smart Yoga Wearables When Wearable X introduced their haptic technology Yoga pants, they advised creators not to put the tech first. Explore Sign The new Yoga pants by haptic technology creatives Wearable X help the wearer to perfectly execute various Yoga poses by delivering haptic feedback (in other words, vibrations) to the areas of their legs they need to focus on and re-adjust. When introducing the new wearables, Billie Whitehouse, the CEO advised other designers looking to create wearable technology to not put the technology before the human experience. She said they should address all 5 senses with the product as this is how it would go beyond a novelty product to a genuinely useful and comfortable one. 64 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  65. 65. UNDERSTAND TODAY. SHAPE TOMORROW.Source: A Sports Label To Boost Self-Esteem A clothing line named Swaggarlicious of sports and leisurewear is designed to make women and girls feel better about themselves. Explore Sign Swaggarlicious is a sports and leisurewear brand designed to increase confidence, self-esteem and promote femininity in sportswear. Their focus on the link between physical health and mental health is brought through in the apparel they design. What sets them apart is not only putting performance at the forefront of clothing creation, but the equally important consideration of mental implications of certain looks and feel of items. 65 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  66. 66. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Sportswear To Feel Faster Continuous customer feedback can reveal even the smallest design ideas for clothing that enhances the mental state of athletes. Explore Sign During development of Nike’s Pro TurboSpeed suit which was created for the London 2012 Olympics, they continuously sought feedback and insight from athletes around what give them a mental boost when doing sport. They discovered something as small as patches of contrasting color made athletes feel as though they were faster, and so they added fluorescent yellow strips to the inside surfaces of the arms and legs of the suit. 66 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  67. 67. UNDERSTAND TODAY. SHAPE TOMORROW. PREDICTION THREE Turning movement into meaning, Sportswear will not only inform, but advise on a personal level 67 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  68. 68. UNDERSTAND TODAY. SHAPE TOMORROW. Consumers can easily track their bodies and gather a comprehensive amount of data, but what’s next? Turning this mass of insight into meaning Whether it’s personalized recommendations for diet, sports or to keep a healthy mindset, users will want something truly valuable 68 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  69. 69. UNDERSTAND TODAY. SHAPE TOMORROW.Source: This Bra Prompts You With Healthy Habits Vitali is a smart bra that will remind you to breathe, correct your posture and send biometric data to an app.  Explore Sign The bra is fitted with sensors that detect HRV, an indicator of stress. The wearer will receive a notification from the Vitali app, telling them to stop, breathe, and try to regulate their heart beat with breathing. It will also sense when the wearer is slouching and remind her to correct her posture. The app combines daily data into a wellness score to help her understand the before and after effects of daily activities like meetings, yoga, leisure activities and commuting.  69 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  70. 70. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Athos Tracker Athos created next generation wearable technology that gives you detailed insight into how your body works as you move. Explore Sign The Athos Tracker “records your body in motion” and turns “movement into meaning” in real time by personalizing data and guiding the wearer towards their goals. The goal of the Athos tracker is to empower people to make more informed decisions while pursuing a healthy, active lifestyle, and to feel confident to push further when they know they’re training correctly for their own body. 70 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  71. 71. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Samsung-Backed Smart Shoes Samsung now gives us an intelligent sports shoe, aimed to be like a personal trainer, only smarter.  Explore Sign Salted Venture, a start-up spun out of Samsung, plans to release a smart shoe aimed to improve sport performance by analyzing each individual’s balance and posture during work-outs. Smartphones will pick up the information sent by the shoe and give real-time feedback and tips on how to best optimize the training session. As the days go by, this data grows into charts that show the evolution of one’s performance, allowing each athlete to make individualized improvement plans.  71 LHBS // (R)EVOLUTION OF SPORTSWEAR WHERE’S SPORTSWEAR HEADING?
  72. 72. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT. Define Develop Deliver LHBS is a marketing & innovation firm with offices in Berlin & Copenhagen. We work with legacy organizations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 72 DISCOVER DEFINE DEVELOP DELIVER UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // (R)EVOLUTION OF SPORTSWEAR
  73. 73. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. This report has been created with the help of signmesh. signmesh innovation hub is a tailored dashboard of curated insights and business cases to keep your company ahead of the learning curve and inspire ongoing innovation. signmesh.com SIGNMESH 73 REQUEST A DEMO. LHBS // (R)EVOLUTION OF SPORTSWEAR
  74. 74. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 74 LHBS // (R)EVOLUTION OF SPORTSWEAR

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