From the early years of the 2010s, the blend of sports fashion (Sportswear) and street fashion (Streetwear) gradually became popular everywhere. That made luxury fashion brands start to collaborate more with sports fashion designers and over time, a new and lasting trend called Sportswear was born.
The dominance of sports fashion in the 2010s began with the sneakers, the sports outfit gradually beyond its inherent range and set foot on the prestigious fashion catwalk. Until Virgil Abloh, creative director of men’s fashion at Louis Vuitton and founder of Off-White, one of the hottest fashion brands in recent years, embarked on the design. Football shoes for the young talented Frenchman, Kylian Mbappé, it’s hard to deny Sportswear’s influence in the world fashion industry up to the present time.
On the occasion of the end of 2019, let’s look at some of the most prominent events of the sports fashion industry in the past 10 years.
- “Athleisure” appeared and ascended the throne
If the last decade of the last decade marked the dominance of sneaker shoes, the yoga pants and the “athleisure” style did the same thing in the early 2010s. Like the sneaker, the shirt wearing a jersey or any other sportswear, the comfort, fit and high applicability are the decisive factors that make yoga pants trusted by women, not only during yoga but also in most daily activities.
- Kanye West and the “empire” Yeezy
After leaving Nike and joining adidas in 2014, Kanye West finally got what he wanted: the absolute support to create Yeezy. Since the first Yeezy version was released in 2015, there have been countless different versions and colorways that have been released over the years. Perhaps the biggest achievement of Kanye West is making a brand of sports shoes that are only for sports to become popular throughout the fashion world.
- The “The Ten” Collection
What adidas has achieved with Kanye West’s Yeezy empire is similar to the collaboration of Virgil Abloh and Nike. Starting from an exclusive and limited shoe collection, it has now become a massive and valuable collection with more than 40 pairs of shoes and countless other accessories. Virgil Abloh’s “The Ten” has broken the limits on the extent to which external brands and collaborators can work together. Because of that, Virgil is considered by many to be the most famous fashion designer at the moment.
- PSG and Jordan changed the concept of sports fashion
The strategic partnership between France’s number one football club, Paris Saint-Germain and Jordan basketball fashion has been shown by changing the logo on PSG’s special uniforms in the 2017 Champions League. , from the Swoosh mark to the Jumpman icon. This has received the attention and interest of many fashion followers and celebrities such as Gigi Hadid, Kendall Jenner, … even if they are not fans of this sport. The partnership between PSG and Jordan marked a significant milestone when a fashion brand first entered a market that it had never had a place before, and created opportunities for fashion brands. Different sports pages compete for “changing concepts” of soccer outfits.
- Palace joins sports fashion
Palace, the British skateboarding fashion brand, has long been famous for its stylish collections and street culture that suddenly took a bold step when it announced it would embark on the field of sports fashion. sports by a long-term partnership with adidas. Palace x adidas Wimbledon collection, which made history when worn by Angelique Kerber, who won the women’s singles category in the 2018 Wimbledon tournament. Not only that, to catch up with Jordan, Palace also equips Juventus , Christiano Ronaldo’s team wore a special edition outfits and some other training equipment.