Beijing Risheng Socks Co., Ltd.

From athflow leisure sports style to gorpcore advanced outdoor style, sports related wearing trends have frequently become fashion hotspots in the past few years. When luxury brands move from the ivory tower to the street hair force sports products, sports brands focusing on the mass market have also moved their own lines towards fashion, with a view to opening up a second growth curve from the higher end and younger customers.

Not surprisingly, in the face of the current task of fashion transformation, a considerable number of sports brands choose to solve problems through cross-border cooperation. The cooperation between Adidas and Gucci is undoubtedly one of the market cases worth analyzing in recent years.

The "marriage" between sports brands and luxury brands is nothing new, but before that, the joint point between the two sides was narrow, and usually only focused on footwear categories: select classic shoes from the archives of sports giants, and then inject their signature elements into the luxury brands. It is not difficult to speculate that the reason why this joint brand form is favored by brands is that the assembly of "popular shoes + big brand elements" is convenient and fast, and it is also a relatively stable cash code. However, the other side of the coin is that the threshold for this kind of shallow cooperation and reproduction is low. Once the number of participants increases sharply, it is difficult to stand out.

In contrast, the joint name of Adidas and Gucci is obviously an attempt from shallow to deep. The two sides continue the tradition of cooperation between sports and luxury brands, and give the classic shoes of Adidas gazelle a more Gucci color. Gazelle was introduced in the 1960s. At the beginning of its birth, it was positioned as a sports performance training shoe and was committed to achieving product integrity and functionality. Since then, gazelle has gradually evolved into a classic fashion benchmark on the street, and is popular with rock stars and supermodels. In the hands of Alessandro Michele, Gucci's creative director, gazelle is completely new. It is equipped with a bold rubber thickened rainbow sole and a canvas upper with an interlocking "double g" pattern.

On the other hand, the cooperation between Adidas and Gucci has expanded from shoes to ready-made clothes, handbags, accessories, jewelry and life products, presenting more interaction points of sports and fashion for consumers, and building a richer and complete wardrobe template. The clover logo and three stripe design, which symbolize Adidas and street culture, echo with Gucci's iconic double g pattern, horse's buckle, green red and green ribbon and double G Logo materials in the joint series. The creative theory of high-end fashion is deeply integrated with the street language to unfold a colorful, dynamic and retro fashion narrative.

After Gucci, Adidas did not press the pause button in the joint brand plan. The brand took advantage of the victory to cooperate with Balenciaga, another luxury product under Kaiyun group. At Balenciaga's early spring 2023 show, the joint brand series was unveiled. This series continues Balenciaga's consistent avant-garde style. The creative director demna organically combines the brand's iconic exaggerated tailoring with Adidas's brand logo, three stripes and clover to redefine the lines and contours of sportswear.

Nike, another sports giant, has also launched a joint brand series jointly produced with jacquemus, a French designer brand. This series focuses on female customers, with cream apricot, simple white, mocha cocoa and deep-sea military blue as the main colors, covering a variety of pieces such as tied sports underwear, double-layer folding skirt, open back dress and air HUMARA LX shoes.

Simon Porte jacquemus, creative director of jacquemus, "In this cooperation with Nike, I can always get inspiration from the pieces full of the style of the 1990s. Including the classic ACG pieces, which are made of nikedri fit fabric and borrowed from my favorite Nike shoe HUMARA, we have adopted extremely feminine details and neutral colors in the design of sportswear. More importantly, this series cleverly and naturally integrates the style of jacquemus with the professionalism of Nike."

It is worth noting that FILA, which is characterized by bright and bold fashion design, has also been deepening the fashion mind through Brand Co branding. So far, FILA has carried out cooperation plans with Y / project, Jason Wu, 3.1 Phillip Lim, Marcelo burlon, AAPE and other brands, and the joint targets range from designer brands to street fashion brands. Last year, the joint brand series created by Lanvin, a French high-end fashion house, has aroused widespread debate.

Besides fashion brands, fashion celebrities are also popular choices for sports brands. Take Adidas as an example. As early as 2019, the brand invited Beyonc é, a pop star in Europe and America, to join as a creative partner. It is reported that the two sides have concluded a lifelong cooperation agreement, and as the basis of cooperation, Adidas will work with Beyonc é's personal brand Ivy park to create clothing and footwear series.

Recently, Adidas and ivy Park released the latest joint brand series "ivytopia". The series includes fashionable style items, functional equipment, shoes and accessories. The colors are colorful and dazzling. The main colors are sulfur silver, cyan, khaki and warm sun yellow, with unique crystal and flower patterns. The rich use of fabrics is a highlight of the series. The combination of textile fabrics such as printed mesh, metal spandex, elastic twill cloth and French terry cloth makes each piece have the advantages of aesthetic design, skin friendly and athletic performance.

Ivy Park was founded by Beyonc é in 2016. In the brand name, "Ivy" is the name of her daughter, and park is from Beyonc é's entertainment company Parkwood entertainment. The brand focuses on the field of street sports, focusing on sports underwear, tights and sweaters. The joint brand series of Adidas and ivy park is a continuation of the sports and leisure route, focusing on the design and development of clothing and functional items, covering stage performance, functional clothing and lifestyle, aiming to attract women's attention and consumption of Adidas.

In addition to Adidas, puma, another well-known German sports brand, chose to cooperate with the hot new generation female singer Dua LiPA. It is worth mentioning that this is not the first time puma has cooperated with fashion idols. As early as the end of 2014, puma signed Rihanna as the creative director. Two years later, the "Puma x Rihanna Fenty creeper" series was launched, and the thick soled sneakers that broke the conventional design ideas quickly became popular. BJ ö RN gulden, CEO of puma, said, "in 25 years of this industry, I have never seen women rush to buy sneakers."

For sports brands, in order to cultivate fashion genes, they can not only seek external co-operation, but also initiate internal iterative updating. The blue version series launched by Adidas last year is a very representative example. As the name implies, this series is always marked by the striking blue Robin tone. But unlike other regular series, blue version focuses on remaking the iconic works in the archives, combining sports style with creative fashion with high-quality fabrics and unconventional tailoring. The latest autumn and winter 2022 series is the third season of blue version. The brand draws inspiration from sports scenes such as basketball, tennis and football, reinterprets the brand's classic sportswear such as challenger and Chile, and displays a new image of fashion vitality and subversion of convention.

At home, Chinese sports brand Li Ning has also achieved a magnificent turn by optimizing its product line. For a long time, both the founder himself and the brand's marketing strategy in the early stage, the word "Li Ning" has always been tied with competitive sports. After the millennium, the international famous brands have launched into the Chinese market in a trendy manner. In the same competition, the aging problem of Li Ning's brand has become increasingly prominent.

In order to reverse the situation, the brand hatched the "China Li Ning" series with a stronger sense of sports fashion in 2018. It landed in New York Fashion Week with the theme of "Enlightenment", completely overturning the impression of "middle-aged and old-age sports suits" that was pasted on itself in the past, and instantly stepped into the center of the domestic trend. The cyclical dividend of the high enthusiasm for domestic consumption has enabled Li Ning to quickly open up a situation among young consumers. More than 200 sets of clothing prepared for the whole fashion week were sold out on the official website within two days. Last year, Li Ning also launched a new independent high-end sports fashion brand Li Ning 1990, focusing on the retro street style.

Many people may wonder why fashion has become a new story of sports brands after performance and efficacy?

From the perspective of consumers, it is not difficult to understand the logic of sports brands starting fashion transformation. Sports brands have always been dominated by male customers. If you want to find a new growth pole for your business, naturally you can only start with female consumers. When puma signed Rihanna and decided to further develop the female market, bjrn gulden, the chief executive officer of the brand, said publicly that "the future will be the female market. Now more and more women participate in sports exercises, so the company pays more and more attention to the female sports market, especially the explosive growth of the female sports market in China and India".

Deloitte has pointed out in a relevant industry report that the sales growth of women's sports market in the next few years will exceed US $1 billion. However, it is worth noting that compared with male consumers, women have different sports needs and aesthetic preferences, and are relatively more sensitive to fashion. Sports brands cannot convince picky female customers with the same products. A survey shows that 49.2% of the users think that the sports series products on the market are not fashionable enough, and the proportion of female users is as high as 51.3%.

In addition, by means of fashion transformation, the brand can also enrich the use scenes of sportswear, so as to improve the consumption frequency of customers. In the past, brands tended to focus on professional functions rather than appearance design when dealing with sports categories, because consumers would only wear them during physical exercise, which was a low-frequency consumption.

With the continuous change of the trend, the enhancement of consumers' intention to pursue comfortable clothes and the upgrading of sports category design, clothes, shoes and bags with sports and leisure look have also become popular choices for daily wear. In this way, sportswear is used more frequently and also infiltrates into social occasions. Therefore, consumers will pay more attention to replacement and renewal, and the consumption frequency will rise accordingly. The research results of the investment company comprar Acciones show that the global sportswear market has reached US $353.5 billion in 2020 when the epidemic hit. It will continue to grow steadily at a compound annual growth rate of 3.7% in the next six years, and "sports fashion" is one of the main growth points.

It should be pointed out that sports brands can also increase the premium of products with the help of fashion, capture the market of higher price segments, and avoid high-end consumers from being robbed by luxury brands that make great efforts in sports style. Since the purchasing power of the younger generation has become stronger, luxury brands have adjusted their product matrix to suit their preferences and bet on sportswear and sports shoes.

Beijing Risheng Socks Co., Ltd. is a professional socks factory who supply sport socks (terry sock), including hiking socks, walking socks, hunting socks, running socks (summer running sock), cycling socks (cycling sock), trekking socks, climbing socks, as well as functional socks, compression socks, healthy socks. This socks manufacturer especially supply winter sport socks like winter running socks (winter running sock), double layer running socks, padded ski socks, wide calf ski socks, winter cycling socks (winter cycling socks factory), ice fishing socks (ice fishing socks factory). It is a professional qualified padded ski socks factory, ice fishing socks factory and winter cycling socks factory. Also it is a professional socks manufacturer who makes fashion socks.