Sports lifestyle segment gets a fashion boost

Increasing number of sports brands are trying to reinvent

themselves as sports-lifestyle labels offering latest fashion through its apparel and accessories line. A rising number of fitness conscious Indians are also becoming conscious of their personal appearance during the workout. Gone are the days when people slipped into a track pant and a T-shirt to gym. Latest trends in fashion, neons and vibrant shades have also entered the category with brands infusing them into their latest offerings.

Adidas Originals, for example has unveiled a collections designed by American designer Jeremy Scott with eccentric design elements and colours fused in it. On the other hand, Puma, another global sports lifestyle brand, has fused animal prints into their latest Autumn/Winter range. The prints can be seen as graphics in apparel, accessories, wind jacket and slipstream footwear for men, while for the women, a wide range of shoes, track pants and hoodies adorn the style statement from the 1960s.

Trends that are mostly being seen in the fitnesswear range vary from bright festive colours like gold, silver, red, yellow and a bit of glitter in footwear styles and sports-inspired track-tops in apparel designs. Colour and fabric blocking are also other emerging trends among the sports apparel. Brands have also partnered with designers to create new sporty collection to attract eyeballs. For example, designer Aniket Satam has created a collection titled Energies for sportswear brand Attiva. In the past, Manish Arora created a line Fish Fry in association with Reebok. Last year, Adidas too signed a five-year strategic partnership with Delhi-based fashion designer duo Shantanu and Nikhil to launch the S&N Adidas line for Adidas Style Essentials.