In recent years, the boundaries between fashion and sports have become increasingly blurred, and the trend of traditional sports brands has become a new trend.
Through the fashion show outside the fashion week, it is not difficult to see many fashion people wearing sportswear and foot sneakers. Just on February 7 this year, on the runway of the 2018 autumn and winter show in New York Fashion Week, several foreign models showed a catwalk with the theme of “Enlightenmentâ€. The brand they wore was Li Ning. Li Ning’s New York show caused an unprecedented net red effect, and Li Ning became China’s first sports brand to board New York Fashion Week. As a Chinese sportswear brand, Li Ning still brings its best Chinese elements to New York Fashion Week, such as red and yellow color, but the biggest effect of this show is to let the outside world discover that Li Ning can also have a "Quality". The success of this fashion week also increased the volume of Li Ning's index from 500,000 to 5 million on February 8. Enlightenment catwalk shoes sold 170 pairs in just three days.
In addition to Li Ning, the sports fashion brand Xtep is also promoting the elements of the brand culture. In 2017, it was regarded as “the first year of hip hopâ€. As the “official designated sports brand†of “China New Rapâ€, it launched the joint-name shoes and hip-hop culture related products. When star producers hot dogs, popular strength players ICE, Wang Yitai, and Bao Baojing put on these products in the program to face hundreds of millions of viewers, their wear has become the focus of young people who like hip hop. With the help of KOL, "extraordinary dissatisfaction" highlights the brand attitude.
Like Li Ning, who opened the fashion show to New York, Xtep, a "non-general feeling", has also become a member of the national army. Domestic brands have gained a certain fan base in terms of products and attitudes, and have the "fire" factor. These brands are setting off a new trend of national culture in the sports equipment market.
According to relevant statistics, in the context of global fashion consumption upgrades, the consumption of street brands continued to grow from 2015 to 2017. According to multi-party data, the global tide brand apparel market in 2011 was 60 billion US dollars, reaching more than 200 billion US dollars in 2017, maintaining a double-digit growth trend year by year. Behind the tide brand is the next trillion-level market.