Latest news with #Adidas-sponsored
Sydney Morning Herald
a day ago
- Business
- Sydney Morning Herald
$550 running shoes? The brands battling for the competitive edge in activewear
But, activewear is about more than performance. It's about comfort and tribalism (and, for some, whether it can pass at work or when we're out socially). In that race, Lululemon was arguably the winner on the Gold Coast. While it had no signage at the official event site, the Canadian brand's name was plastered across a red coach ferrying people to the race and back to the QT hotel where it hosted a live recording of Australia's top running podcast, Inside Running, and turned the second floor of the hotel into a clubhouse. Loading Complete with DJ, Lululemon branded cans of 'volcanic filtered' water, free yoga classes, a recovery station, ice cream and coffee. It was also the location of the marathon 'after party'. It may have a handful of elite athletes in its stable, including Olympic marathoner Jess Stenson and Canadian tennis player Leylah Fernandez, but it was clear Lululemon is targeting a different market: those who like mingling as much as moving. 'Brands are competing as much on the 'tribe' they create as they are on performance,' says Trent Rigby, director of the retail strategy consultancy Retail Oasis. 'ASICS is really doubling down on its reputation for serious athletes and performance-led product, while Lululemon is owning the 'social athlete' and wellness space [appealing to those who see fitness as a holistic part of a lifestyle, not just sport].' At the coming Adidas-sponsored City2Surf, New Balance is planning its own disruption campaign, targeting what Rigby refers to as 'style conscious consumers and casual runners'. 'New Balance has repositioned itself brilliantly in Australia,' he says of the once 'pretty daggy' brand. In the activewear race, however, not all brands are keeping up. With its splashy branding, P.E Nation was once a favourite among the affluent. Not any more. 'P.E Nation is a great example of a brand failing to adapt to shifting consumer trends,' Rigby says. 'It's heavily branded statement aesthetic has struggled in today's climate of 'quiet luxury' and understated style.' Jaggard, the activewear brand co-founded by Bec Judd, has suffered a similar fate, says Dr Amanda Spry, from the School of Economics, Finance and Marketing at RMIT University. '[It] has seen a decline in cultural relevance and did not seem to pivot effectively,' she says. Instead, boutique labels with subtler branding have gained traction with the fashion-forward fitness types. Loading Spry points to Nimble, which she says represents 'eco-conscious and wellness-minded individuals', and Stax, 'which targets body-conscious and gym-focused wearers'. Rigby adds Aje Athletica, Alo, Gym Shark and DX active to the list as well as The Upside, which he says is carving out a niche by playing to luxury athleisure. And what of jacked brands such as Nike and Adidas? They are still dominant players that rely heavily on their heritage, Rigby says: Adidas for its 'streetwear-meets-performance' aesthetic, and Nike for its image as an innovator and cultural powerhouse. While Nike now sponsors the Melbourne marathon festival and is targeting female runners with the Nike After Dark series, Rigby suspects the behemoth brands may be too big to build a sense of tribe in the Australian market: 'They can't as easily create the hyper-localised and 'authentic' community-first feel that brands like Lululemon or smaller/boutique labels are excelling at here in Australia.' Whether or not we choose our running shoes or activewear with fashion and tribe in mind, the way each brand markets itself seeps into our subconscious and tells a story about what type of person it represents. 'The activewear brands winning today are the ones merging performance, style and community. They're selling a sense of belonging within a 'tribe',' Rigby says. 'Activewear is no longer just about what you wear to train, but what your choices say about your lifestyle and values.'
The Age
a day ago
- Business
- The Age
$550 running shoes? The brands battling for the competitive edge in activewear
But, activewear is about more than performance. It's about comfort and tribalism (and, for some, whether it can pass at work or when we're out socially). In that race, Lululemon was arguably the winner on the Gold Coast. While it had no signage at the official event site, the Canadian brand's name was plastered across a red coach ferrying people to the race and back to the QT hotel where it hosted a live recording of Australia's top running podcast, Inside Running, and turned the second floor of the hotel into a clubhouse. Loading Complete with DJ, Lululemon branded cans of 'volcanic filtered' water, free yoga classes, a recovery station, ice cream and coffee. It was also the location of the marathon 'after party'. It may have a handful of elite athletes in its stable, including Olympic marathoner Jess Stenson and Canadian tennis player Leylah Fernandez, but it was clear Lululemon is targeting a different market: those who like mingling as much as moving. 'Brands are competing as much on the 'tribe' they create as they are on performance,' says Trent Rigby, director of the retail strategy consultancy Retail Oasis. 'ASICS is really doubling down on its reputation for serious athletes and performance-led product, while Lululemon is owning the 'social athlete' and wellness space [appealing to those who see fitness as a holistic part of a lifestyle, not just sport].' At the coming Adidas-sponsored City2Surf, New Balance is planning its own disruption campaign, targeting what Rigby refers to as 'style conscious consumers and casual runners'. 'New Balance has repositioned itself brilliantly in Australia,' he says of the once 'pretty daggy' brand. In the activewear race, however, not all brands are keeping up. With its splashy branding, P.E Nation was once a favourite among the affluent. Not any more. 'P.E Nation is a great example of a brand failing to adapt to shifting consumer trends,' Rigby says. 'It's heavily branded statement aesthetic has struggled in today's climate of 'quiet luxury' and understated style.' Jaggard, the activewear brand co-founded by Bec Judd, has suffered a similar fate, says Dr Amanda Spry, from the School of Economics, Finance and Marketing at RMIT University. '[It] has seen a decline in cultural relevance and did not seem to pivot effectively,' she says. Instead, boutique labels with subtler branding have gained traction with the fashion-forward fitness types. Loading Spry points to Nimble, which she says represents 'eco-conscious and wellness-minded individuals', and Stax, 'which targets body-conscious and gym-focused wearers'. Rigby adds Aje Athletica, Alo, Gym Shark and DX active to the list as well as The Upside, which he says is carving out a niche by playing to luxury athleisure. And what of jacked brands such as Nike and Adidas? They are still dominant players that rely heavily on their heritage, Rigby says: Adidas for its 'streetwear-meets-performance' aesthetic, and Nike for its image as an innovator and cultural powerhouse. While Nike now sponsors the Melbourne marathon festival and is targeting female runners with the Nike After Dark series, Rigby suspects the behemoth brands may be too big to build a sense of tribe in the Australian market: 'They can't as easily create the hyper-localised and 'authentic' community-first feel that brands like Lululemon or smaller/boutique labels are excelling at here in Australia.' Whether or not we choose our running shoes or activewear with fashion and tribe in mind, the way each brand markets itself seeps into our subconscious and tells a story about what type of person it represents. 'The activewear brands winning today are the ones merging performance, style and community. They're selling a sense of belonging within a 'tribe',' Rigby says. 'Activewear is no longer just about what you wear to train, but what your choices say about your lifestyle and values.'
NDTV
07-07-2025
- Entertainment
- NDTV
"This Is Aura": Shubman Gill's 'Nike' Moment Sparks Brand Visiblity Talks
India's thumping Test win at Edgbaston under new skipper Shubman Gill wasn't the only headline-grabber this week. The Indian captain's seemingly minor athleisure choice led to a major conversation online, especially over how Nike stole the limelight. During the fourth day of the second Test against England, Mr Gill declared the innings with a lead of over 600 runs. As he stood on the balcony to call back Ravindra Jadeja and Washington Sundar, what caught the internet's eye was his black Nike vest, standing out against the Adidas-sponsored Indian team kit. The image of Mr Gill in Nike apparel quickly went viral, raising eyebrows over potential breaches of brand agreements. Nike had been Team India's official kit sponsor from 2006 to 2020. Adidas took over the mantle starting with the World Test Championship final in 2023. While Adidas currently holds the official rights, Nike continues to sponsor individual athletes like Mr Gill. The internet is now abuzz with Nike's marketing masterclass, gaining massive visibility through Mr Gill's appearance. For Adidas, which pays a premium to be the exclusive team sponsor, the optics may be less than ideal. A user on X wrote, "Adidas might have paid a lot of money to sponsor the Indian cricket jersey, but Shubman Gill wearing a Nike compression shirt just stole the whole show." Adidas might have paid a lot of money to sponsor the Indian cricket jersey, but Shubman Gill wearing a Nike compression shirt just stole the whole show — isHaHaHa (@hajarkagalwa) July 6, 2025 Another wrote, "When Adidas is the team Sponsor, but Shubman Gill just can't leave his Nike love behind." When Adidas is the team Sponsor, but Shubman Gill just can't leave his Nike love behind. ???? — CricketGully (@thecricketgully) July 5, 2025 "Nike just hijacked the biggest day of Shubman Gill's Test career - without spending a single rupee on BCCI sponsorship. And most people didn't even realize it," another said. Nike just hijacked the biggest day of Shubman Gill's Test career — without spending a single rupee on BCCI sponsorship. And most people didn't even realize it. Here's how they pulled off the cleanest ambush marketing move of the year ???? — Bean Bags (@manojumapathy1) July 6, 2025 Someone wrote, "Shubman Gill declares the innings... and maybe his next big brand deal too. Adidas is on the jersey, but Nike stole the frame." Shubhman Gill declares the innings... and maybe his next big brand deal too. #Adidas is on the jersey but #Nike stole the frame. #JustSaying @sjlazars @manishasinghal @ErikaMorris79 @rpramodhkumar — Aman Gulati ???????? (@iam_amangulati) July 6, 2025 A user wrote, "Shubman Gill scored 430 runs in a test match and coming out with a Nike t-shirt to declare innings when adidas is the primary sponsor of ICT. That is called Aura." Shubman Gill scored 430 runs in a test match and coming out with a Nike tshirt to declare innings when adidas is the primary sponsor of ICT That is called Aura ???????????????????? Man of the match bhe #INDvENG — Mustafa (@mustafamasood0) July 6, 2025 The match was historic for Shubman Gill. The young captain scored 269 and 161, becoming the first player in Test history to hit both a double century and a 150 in the same match. His 430-run aggregate is the highest by an Indian in a Test, and his 269 is now the highest score by an Indian captain, surpassing Virat Kohli's 254. India and England play next at Lord's in three days. The Ben Stokes-led side looks forward to boosting their bowling with the inclusion of Jofra Archer, who hasn't played a Test since 2021. Apart from him, Gus Atkinson is also likely to feature in the all-important Test.
