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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Every Fashion Brand Thinks It’s a Sportswear Label Now

From Balenciaga to Old Navy, all sorts of fashion brands are attempting to capitalise on the activewear boom with collections of sweat-wicking shorts and workout tees. Sometimes these clothes stick the landing, but it often comes off as just sweaty.
Fashion brands across mass-market, streetwear, and luxury are vying to create products that address a sportswear boom.
Fashion brands across mass-market, streetwear, and luxury are vying to create products that address a sportswear boom. (BoF Studios)

If you weren’t convinced fashion’s obsession with sports was for real, just wait until you witness a gym rat deadlift in

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Further Reading

Have Sneaker Sales Finally Peaked?

Sneakers have dominated the footwear business for years, driven by constant growth from industry leaders like Nike and Adidas. Now, questions are rising about how much further that growth can go.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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