Luxury fashion brands are entering the world of athleisure. While retailers like Nike and Adidas are some of the most dominant sports fashion brands, the industry is now taking a turn with luxury names dabbling in athletic wear. To name a few, Prada partnered with the Chinese women’s national soccer team for the 2023 FIFA Women’s World Cup, Burberry linked with Able Made to collab on a soccer apparel collection, and LVMH just announced itself as the 2024 Paris Olympic Games sponsor. And as an advisor at retail consultancy firm Spurwink River says, “I think there’s a recognition that there’s an opportunity to harness that interest [in fashion and sports] and introduce those folks [sports fans] to their brands.” YPulse research shows that activewear / athleisure are amongst the top four fashion trends that Gen Z and Millennials are interested in. (Glossy)
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