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Game for fashion

Sports brands like Reebok, Nike and Adidas have come up with lifestyle-inspired collections, informs Kirti Mehta.

fashion and trends Updated: Aug 20, 2008 13:07 IST
Kirti Mehta

If you are a sports enthusiast and watch Wimbledon and Olympics, then you’d know that fashion has become an integral part of sports. To tap into the trend, Reebok, Nike and Adidas have come into the market with lifestyle-inspired collections.

Reebok is launching Reebok Classics. Adidas already has a new lifestyle collection that is all about sports-infused attire. Sajid Shamim, executive director, marketing, Reebok India, explains, “Urban Indian spending has risen by 35 per cent in the past two-three years, which is spent on entertainment and personal grooming. Given these trends, it was imperative for Reebok to provide greater choice to the consumer in the lifestyle space. Reebok Classics is a sport and style fusion wear. Alternative terms to describe it could be sports fashion or sports-inspired style.”

The company has opened around 20 Reebok Classics stores across India. Andreas Gellner, MD, Adidas India, says, “Nowadays, people wear sports products not just to the gym but also when they go out. Also, consumers in India are extremely style-conscious and like to stay abreast of international trends.”

Adidas Originals caters to a variety of tastes and demographics — like Respect M.E., in collaboration with hip-hop artist Missy Elliot. It has flagship stores from LA to Tokyo to Sydney, and launched its first store in India last September in Delhi, followed by a store in Chandigarh. Nike may not have a separate line for lifestyle products, but it does have a range that sits at the crossroads between fashion and sports. It focusses on lifestyle, while stressing on performance.

“Like all the other sportswear brands, we are targeting lifestyle consumers with their eclectic wear infused with performance-packed products,” says Sanjay Gangopadhyay, marketing director, Nike India.

He adds, “Consumers are becoming more evolved and with that their expectations are rising. We believe that it is important for brands to recognise this and provide the same to consumers. And thus we have collections that are best suited for both causal or sporty attire.”