ISPO’s Post

The 2024 summer Olympics, despite its coverage of 39 sports, was not merely a showcase of athleticism and strength. It was the epicenter of the fashion world, with designers transforming the games into a two-week-long exhibition of artistry and experimentation. For the sports giant Nike, the podium became a runway. For the event’s lead sponsor LVMH, monogrammed medal trays gave them the perfect photo-op with the world’s top athletes. For independent French designers like Jeanne Friot, the opening ceremony was a catwalk, catapulting their pieces into the limelight. While some brands took advantage of the games global reach, not all opportunities were seized. Some notable celebrities in attendance were not outfitted by a singular designer and LVMH didn’t send its most high-profile ambassadors to the games. As the event’s official sponsor, it would have been a great play—French VIPs representing the brand in the cheering section. Take note of Ralph Lauren, the brand that not only outfitted the US team at the opening ceremony but American celebrities also wore the designer as they watched from the stands. With their signature color palette and infamous flag sweater, RL effortlessly transcended the boundary between athlete and spectator, and their long-standing commitment to patriotic design was perfectly positioned to capitalize on the event. The Olympics are an exposition of national pride. For fashion brands, it is critical to tap into narratives and events like this to generate a cohesive image from the podium to bleachers. RL did this the best, and so got the gold.

The adidas apparel Innovation team visited our LivingLabs© in Portland this past year, as we helped them explore some blue ocean opportunity spaces centered around movement. By creating a panel of 3 coaches and 6 athletes over the course of 4 weeks, we were able to incubate different ideas and explore the team's hypothesis together with both consumers around expectations and needs, with experts around industry trends and foresight, and of course, the internal creative team themselves, providing the context and ideas. Our LivingLabs© space provided a perfect, authentic, and creative environment to cultivate this connection between these 3 groups around one topic. When it comes to research, too often teams are too focused on the current or future customer, but insights can also come from spending time with subject experts, industry thought leaders, and the internal creative teams themselves. In fact, the real magic comes when you focus on the intersection of these 3 groups in your qualitative research, not just one. We're thankful to the adidas team for the trust and openness to be fully present during the research and really lean into the work. #adidas #comncollective #sportsperformance #sportswear #producttesting #designthinking #fitnesscommunity #consumerinsights

Are collaborations getting smaller? 𝗪𝗵𝗮𝘁'𝘀 𝗴𝗼𝗶𝗻𝗴 𝗼𝗻 Over the last few months, we’ve seen a large amount of collaborations between globally recognised brands and much smaller ones. Some examples, in order of Instagram following.. Salomon x #Phileo Paris (12.8k) #Mitre x #LackOfGuidance (16k) Umbro x #Sedan All Purpose (20.9k) Saucony x #MintedNewYork (81.2k) Even ‘niche’ podcasts are now getting big brand collaborations. This week the cult menswear style podcast Throwing Fits debuted a volt yellow adidas Samba, while #HowLongGone announced a collaboration with Stockholm based MORJAS Shoes (see James Denman's analysis). The same goes for radio stations. Just last week Adidas Originals tapped #NTSRadio for a recent football themed #Teamgeist collection. 𝗪𝗵𝘆 At some point big legacy brands, comparatively stagnant when it comes to cultural speed, realised that depth matters just as much (if not more) than width when it comes to ensuring a successful collaboration. As such, larger companies now seek collaborations with much smaller projects that allow them - when done in the right way - to speak to a much narrower, particular audience with accuracy and authenticity, increasing their loyalty and interest. It’s no surprise then that the majority of these niche collaborations have come from larger brands that are currently going through a revival. A few months ago, Umbro went viral for a surprisingly avant-garde collaboration with Milan based retailer #SlamJam, just one of the partnerships they’d made to reintroduce the brand to a new, fashion forward market. 𝗪𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 The metric for being a ‘brand’ worth collaborating with has truly been ripped up and revisited. You don’t even have to make products, and you certainly don’t have to be a global force. For brands looking to make a statement in culture, follower count is no longer the best metric for success as depth becomes more important than width. And that’s exciting. #collaboration #umbro #throwingfits

Do You Feel Phlegm In #sportswear Development? We Unveil The XDI #SharkSkin Suit PART 2 With XDI #Technology, #Performance x #Zeitgeist To #Micro!!! Let's have more #FUN & It's #FAST #BRAIN 2 #PIXEL 2 #PRINT 2 #FABRIC 2 #GARMENT Kudos to our amazing application hero Moritz Wallasch! & our spin master Samuel Malessa. Let you inspire how sportswear development can look like today! 🚀 Let's talk about taking #sportswear to a whole new level, making it reflect what's happening in culture today - a revolution waiting to happen! 🏃♀️💨   #SPORTS is #FUN. It's not just about performance anymore; it's about connecting with what's happening around us and using that energy to push forward. 🌊Here's a peek into what we're working on:   🎨 #Creativity x #Performance: We're shaking up sportswear by fusing awesome creativity with solid performance. Imagine wearing garments that are not just great for your workout but also scream #SHARK or bring the beauty of a new #PINK color into the society 😉   💥 #Freedom in #Sports Redefined: Sports should be #FUN, right? We're all about letting you express yourself. Your gear should shout "superstar" just like you do - the new Agassi style tennis shorts or the beauty of an Indonesian flower on yoga leggings   ⚡️ The #Future is Here: rapid prototyping, we're always a step ahead, shaping what comes next in sportswear. We're not just following trends; we're creating them.   📅 Join Us at Events: 1) Performance Day in Portland (April 16 – 18): Dive into some cool discussions and see what's new at the Performance Day event in Portland. Grab your spot by registering HERE: https://lnkd.in/dP3j5C4k   2) Texprocess in Frankfurt (April 23 – 26):Let's keep pushing the boundaries together. Meet us at Texprocess in Frankfurt to continue this journey. Sign up here: https://lnkd.in/ddhcYmD2   Let's shake things up together! It's time to celebrate #creativity, #freedom, and top-notch #performance, turning every #game into a showcase of #INNOFAST -> BRAIN 2 PIXEL 2 PRINT 2 FABRIC 2 CMT 2 CUSTOMERATION and SELF-EXPRESSION & FUN! 💪✨   Together, we can inspire and bring the new for the athletes, the society and fans of tomorrow. #Sportswear#Cultural#Unleash#Creativity#ElevateTheGame#KornitMakeBetter #PerformanceDays #SportswearInnovation #RapidPrototyping #Kornit #TechProcess  #Innovation #FOMO Alexa Dehmel, Charles Ross,  Sophie Bramel, Markus Hefter, Reinhard Pascher, Marcus Meyer, Urs Konstantin Rouette, Chris Govier Samuel Malessa Daniel Horovitz Don Whaley Jonathon France Elaine Williamson Scott Walton Ahmed Zaidi, PhD Guy Yaniv Phil O. Kathrin Buhl Cris Roata Thomas Stach Ilja Schaefer tabea van lier Ariane Ehring Michael Sellers Heftsy Elgar Claudia Wagner Charles Ross Reinhard Pascher Peter Knoll Marco Weichert Felix Graf Stephen McCullough Prof. Marte Hentschel Sasha McFarlane

Our client adidas sneakers are the most trendy at the moment. The colorful Gazelle are a faithful remake of a 90s icon. Inspired by the famous Gazelle from 1991, these sneakers are made from the same materials as the original model. The suede design with contrasting details pays homage to the fashion of the early 1990s. Find out more about them reading the article we did the press launch for. #adidas #adidasita #gazelle #news #wearebusy #digitalpr

Fashion and technology intersect at the Paris Summer Olympics Opening Ceremonies. Check out this insightful article written by my colleagues Gary Solomon and Taryn Trusty on what athletes are wearing tonight in Paris!

Exciting Tech at the Paris Olympics Opening Ceremony! I'm a bit of an Olympics fan and nerd. Here's some fun facts I had AI pull up about tech and the event. Get ready it starts in 20 minutes folks! The Paris Olympics are here, and the opening ceremony promises to be a dazzling blend of athleticism and innovation! Let’s dive into the high-tech fashion and immersive experiences that’ll make this event unforgettable: Fashion on the Seine: Picture this—a river parade along the Seine River, with athletes from around the world showcasing their national pride. It’s the first time the opening ceremony is held outside a stadium, and guess what? It’s on water! Sustainable Style: Team USA’s outfits are a mix of classic and eco-friendly. Ralph Lauren’s designs feature a single-breasted wool blazer with red and white trim, paired unexpectedly with washed denim jeans. But the real star? Their 100% Recycled Cotton Polo Shirt, using patented CLARUS® technology. Taiwan’s Textile Tech: Taiwan, known for tech leadership, steps up its game. Their textile industry shines at the Olympics with sustainable innovation. Imagine fabrics that blend style and eco-consciousness—Taiwan nails it! Immersive Spectator Experience: Paris 2024 aims to wow spectators. They’ll interact with athletes, enjoy optimized audio quality, and immerse themselves in the Games. Thanks to Orange, more people get to be part of the magic! So, whether you’re on the Seine or cheering from afar, let’s celebrate the fusion of athleticism and cutting-edge tech! #Paris2024 #TechInnovation #OlympicsMagic

Did you notice the shoes Dallas Maverick’s Kyrie Irving used tonight in the NBA Finals? Irving’s Anta KAI 1 ‘Chief Hélà’ shoe pays tribute to his Native American heritage, featuring a moccasin-like design with a unique fringe detail on the back. The name of the shoe matches the title of his X profile (formerly Twitter), Chief Hélà, derived from Irving’s Lakota name, which translates to Little Mountain. This blend of cultural significance and modern design showcases how sports fashion can be deeply personal and influential. Fashion in sports has evolved significantly, merging functionality with style to create a dynamic industry. Athletes are no longer just recognized for their performance but also for their fashion choices, both on and off the field. Sports apparel has become a major fashion statement, with brands like Nike, Adidas, and Puma leading the way in innovative designs that offer both comfort and aesthetic appeal. Performance gear now often includes advanced materials for better breathability, moisture-wicking, and support, making athletes look good while performing at their best. In addition to practical sportswear, athletes’ influence extends to streetwear and high fashion. Collaborations between athletes and fashion designers have resulted in limited-edition collections that appeal to both sports enthusiasts and fashion-forward consumers. For instance, basketball shoes often transition seamlessly from the court to casual wear, becoming iconic fashion pieces. Social media has amplified athletes’ impact on fashion, with many athletes becoming style icons. Their personal styles, highlighted through platforms like Instagram and X, inspire fans and drive trends in athletic and everyday wear. Overall, fashion in sports represents a blend of performance, personal expression, and cultural influence, continually shaping and reshaping the landscape of both industries. #KyrieIrving #NBAFinals #SportsFashion #Mavs #AthleteStyle #BasketballShoes #EvaBesselmann © Smiley N. Pool/The Dallas Morning News/TNS

📢 OLYMPICS it's almost here and this week's update #6 of 3 minutes of Luxury is a snapshot of unleashing creativity in Digital Marketing with JACQUEMUS! 🌟 In a digital era often dominated by the ordinary, #Jacquemus sets itself apart with a masterstroke of creativity and passion for the "out of the box!" As we gear up for a season of sports and sun, Jacquemus invites us to a delightful visual journey beyond the usual settings. Imagine diving into summer with a splash into a kiddie pool or swimming in a truck bed – all captured beautifully on what seems like just an iPhone in the tranquil countryside near Paris. One video tricks the eye, showing a tennis player collapsed on the court, only to reveal she’s actually standing, thanks to clever perspective play. This approach isn't just fun; it's a testament to Jacquemus's commitment to ⏯ challenge the conventional. At a time when many brands opt for plain backgrounds or lean heavily on AI, Jacquemus proves that all you need is a clear vision and a touch of playfulness. The digital presence is a breath of fresh air, pushing the boundaries of what luxury sportswear can represent – performance, yes, but also personality and confidence. #Jacquemus #DigitalMarketing #creativityinfashion #VisualStorytelling #InnovativeCampaigns #ifm #fashionindustry photo: yoann et marco

Exciting news in the world of fashion and sports! 🏅👗 Nike and Jacquemus are back with their third collaboration, "Summer 2024" - and it's set to be the collaboration of the year! Key highlights: • Launching ahead of the Paris 2024 Olympics • Merges high fashion with athletic performance • Inspired by Parisian culture and sports references In the words of Simon Porte Jacquemus: "This collection is born from the inspiration I find every day in Paris and in Nike's athletes and the sports references I have always loved." The campaign is nothing short of spectacular, featuring icons from both fashion and sports, including: • Serena Williams • Central Cee • Manu Rios • Tina Kunakey This fusion of style and athleticism promises to set new standards in sportswear fashion. As we approach the Paris 2024 Olympics, it's exciting to see how this collaboration will influence both the fashion and sports industries. What are your thoughts on this collaboration? How do you see the intersection of high fashion and sportswear evolving? JACQUEMUS Nike #NikeXJacquemus #FashionMeetsSports #Paris2024 #SummerCollection2024