The boundaries between sports apparel and fashion apparel are becoming increasingly indistinct.
The reasons are partly technical. As special performance technologies are developed for clothes worn by athletes and team sport players, it makes sense for those technologies to be enjoyed by a wider market—even if in a more dilute form.
The reasons are also financial. Investments in research and development can be considerable in the case of high performance sports apparel, and one way of recouping such investment is to widen the net to include higher volume consumer markets for apparel—even if this means sacrificing some margin in the process.
However, the reasons are also attributable to the rising cult of the
sports celebrity, or the sports team, which provides opportunities for
sales that can far exceed revenues derived from the sport itself. Given
such opportunities, brand merchandisers are motivated to back their
efforts with heavy promotion in order to boost sales of merchandise
even further.
TABLE OF CONTENTS
INTRODUCTION
CELEBRITY ENDORSEMENT
THE INFLUENCE OF SPORTS LIFESTYLE COMPANIES
- Puma
- Converse
- O'Neill
LIST OF FIGURES
Figure 1: David Beckham in an Adidas advertisement
Figure 2: Puma 20046—Classic Puma designer trainer by Jil Sander
Figure 3: Chuck Taylor All Star basketball shoe
Performance Apparel Markets: Product developments and innovations, 4th quarter 2007
Performance Apparel Markets: Business update, 4th quarter 2007
Compression garments for enhanced performance
Fibres and Fabrics for Performance Footwear
Temperature Control Fabrics
Moisture Management Fabrics
Profile of Under Armour
Profile of Asics Corporation
Profile of Ronhill Sports
Profile of Burton Snowboards
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