Athleisure – high-stylish activewear that goes from the rec center to running errands to the club – is scaling new statures, developing into a stadium-sized industry populated by melodic ability.
In the most recent year, Selena Gomez, Demi Lovato and Zayn Malik have all inked activewear plan/coordinated effort manages Puma, Fabletics and Versus Versace, separately. Pharrell Williams, who has worked with Adidas on shoe coordinated efforts since 2014, this year stretched out his impact to another line of tennis wear-roused looks with shorts retailing for $75 and coats for $110. This current season’s Ivy Park line from Beyoncé, whose first gathering sold out inside days of its introduction in 2016, again will be accessible through mass retailers (however a $35 baseball cap intended for wavy hair has officially sold out).
Carrie Underwood’s Calia gathering, which the vocalist propelled with Dick’s Sporting Goods in 2014, is the third-biggest athletic ladies’ mark that the organization offers, and will venture into outerwear in 2018. “This is a more extended term play [for us],” clarified the retailer’s director/CEO Edward Stack amid the organization’s second-quarter phone call in September.
The stars and the companies that love them are onto something: Despite an overall retail slowdown, activewear continues to swell, according to real-time retail data research firm Edited. In 2017, women’s luxury activewear experienced growth of 149 percent compared with 2015, highlighting the opportunities for product expansion, including menswear. For these companies, music stars with their millions of fans, wide-reaching social influence and allegiance to the aesthetic onstage and off — Williams in track jackets and shorts, Lovato in sports bras and leggings — make sense as brand ambassadors.
“Global superstars drive trends, and global fashion companies look to them for inspiration,” says Mat Vlasic, CEO of Universal Music Group’s Bravado, which produces streetwear merchandise (including athleisure-inspired designs, also known as street-leisure) for artists including Kanye West and Justin Bieber. Bravado’s revenue quadrupled during the past nine years, Billboard reported in 2016.
“Collaborations like Rihanna and Puma with Fenty are working. Rihanna wears her own clothes and it’s cool and relevant,” says Marc Beckman, CEO of New York-based advertising/representation agency DMA United. “Why not go deeper into it?” Which is exactly what companies like Puma (which in April reported a net income increase of 92 percent in the first quarter) are doing by adding new artists to their rosters — Gomez’s boyfriend The Weeknd also has a sneaker/denim deal with the brand — while others like Fabletics and Dick’s Sporting Goods have doubled down on their current talent. Lovato created two collections for the former in 2017, including a full performance line. Approximately 700 people lined up outside Fabletics’ Plano, Texas, store in August to meet the star. Her third collaboration is already in the works. Dick’s Sporting Goods’ Calia by Carrie Underwood offerings, which are in 679 stores nationwide with tops selling for $30 and leggings for $60, follows the traditional fashion calendar. The company and star are now experimenting with capsules between seasons and in August launched the eight-piece, limited-edition Fleuria Collection.
“Working on Calia has allowed me to channel my passions for sports, fitness and fashion,” says Underwood, who has an equity stake in the line. ”Designing clothes was not something I thought about at the beginning of my career, but I love it.”
“It’s a new canvas and a new focus,” says Vlasic of the growing athleisure market and artist influence. “It’s not just the best basketball player ever or baseball’s MVP [who can do this] — now it can be a musician.”
1 of 1