More than ever, women are enjoying running, workouts, and fitness as part of their lifestyle and to appeal to this, big-name designers such as Stella McCartney and Alexander McQueen are putting runway style into workday sportswear through massive sponsorships and endorsements deals.
Sports luxe is the trend of the moment. It can go from high-performance athletic wear to something that attracts the young lifestyle consumer. One of the things that we have to recognise is that there is no performance without style.
SHOREDITCH LONDON X TIM CAHILL
Theatre of Dreams Shoreditch enlisted soccer star Tim Cahill back in 2014 to front their fall/winter 2014 campaign. Photographed by Steven Chee, the advertising campaign was inspired by the Australian athlete's journey to his third and final FIFA World Cup. Shoreditch and Cahill will also collaborate on a new line to be launched in 2015 titled Shoreditch by Tim Cahill.
Cahill currently plays soccer for the New York Red Bulls, but can now add another string to his bow. Cahill said his reason for entering the partnership was that he knows that he won't be playing professional soccer forever. That's why he has branched out into an array of investments and businesses that can carry him over after life as a footballer, the latest of which is men's fashion brand, Shoreditch London.
NIKE X PEDRO LOURENÇO
Traditionally aligned with athletes, Nike recently began working with fashion model Karlie Kloss on a major women's marketing campaign. Though Kloss is a former ballet dancer who practices yoga, the company has never before partnered with a fashion model on this kind of scale.
In October 2014, Nike staged a high-profile fashion show in New York as part of its "Women's Innovation Summit" attended by scores of fashion editors and featuring Kloss and a small army of models to unveil its collaboration with Brazilian designer Pedro Lourenço.
The collection is inspired by an emerging desire for luxury in sport performance gear and presents a modern interpretation of athletic apparel for women.
SUPERDRY X DAVID BECKHAM
For a brand, it's all about enhancing the consumer experience. If you, as a brand, are putting fans a step closer to their idol, your brand image, by association, should lead to a positive uplift.
UK fashion retailer Superdry was famously put on the fashion map by soccer (and fashion) icon, David Beckham.
James Holder, founder, brand and design director at Superdry was walking through town one day, when he noticed the new David Beckham calendar in a shop window and on the cover Beckham was wearing a Superdry t-shirt. The brand became an overnight sensation and the t-shirt is now a staple item in the Superdry collection. Holder added: "The Osaka 6 ' Big Number' tee is probably one of the most simple t-shirts that I have ever designed - and one of the most copied, due to Beckham wearing it in his calendar."
ADIDAS X JUNICHI ABE
Adidas' has enlisted the expertise of Japanese designer Junichi Abe for a capsule collection of technical apparel.
Adidas has been making major statements throughout the fashion world lately, and its newest effort includes a futuristic makeover to its athletic line. Teaming up with the designer behind Japanese brand Kolor, Junichi Abe, the duo collaborated to give the label's performance collection a stylish upgrade.
Abe, who is best known for bringing unique cuts and high-end fabrics to signature separates, helped create the collection that brings the same modern edge that he's known for perfecting, while incorporating the Adidas's Climaheat, Climachill and Boost technology features.
Though the collection isn't set to hit stores until September, you can check out a few of the signature pieces below.
Words by Sarah Tramm