Transforming Hypebeasts into Athletes: Can Sports Brands Bridge the Gap?

About ten years ago, Salomon’s Speedcross trail shoes were mainly favored by ultramarathoners seeking lightweight sneakers for rugged terrains. But they also caught the eye of Parisian shoppers at The Broken Arm, a trendy boutique. The shoes looked just as good for a night out as they did for chasing adventure in the French Alps.

Fast forward to today, and Salomon has become a staple in the sneaker world. Many of their designs now cater to lifestyle customers, thanks to collaborations with fashion designers like Boris Bidjan Saberi. In 2022, Salomon hit a major milestone, earning over $1 billion in footwear sales, with a significant portion coming from their “sportstyle” sneakers. Notably, even Rihanna donned a pair during her Super Bowl Halftime Show performance in 2023.

Looking ahead, Salomon is introducing “Grvl,” a new sneaker line aimed at urban dwellers who want shoes that seamlessly transition from city streets to light trails. Salomon’s CEO, Guillaume Meyzenq, emphasizes that the brand is targeting a diverse consumer base. He notes, “There’s not one consumer who’s sportstyle and one that’s performance; it’s the same consumer.”

This blending of fashion and function is becoming increasingly common in the sneaker industry. Brands like Hoka and On are growing as they break down barriers between lifestyle and performance footwear. Recent data from Circana shows a 6% increase in performance sneaker sales this year, indicating a resurgence in interest for products designed for real activity.

While fashion-forward sneakers are rising in popularity, there’s still skepticism about whether hype-driven consumers will actually engage in sports. Sports marketing consultant Jordan Rogers points out that while sportstyle sneakers may look athletic, many fashion enthusiasts don’t truly put them to the test on the track or court.

However, exercise culture is changing. Social media platforms like Strava and TikTok are influencing how people view fitness. McKinsey & Company’s 2024 sporting goods survey found that over half of active consumers now see fitness as a lifestyle, especially among younger generations. This shift may lead to greater appreciation for sneakers that combine style and practical use.

Designers are now focused on making footwear that is not just trendy but also functional. Colin Meredith, who has worked with various sportswear brands, believes a sharp-looking sneaker can entice consumers to explore more active routines.

Historically, brands like Saucony and Nike are evolving their sneaker lines to attract both performance-focused athletes and casual wearers. Saucony’s Endorphine Elite 2 combines high-end performance features with stylish design, while Nike’s latest releases borrow aesthetics from retro styles. Collaborations with creatives like Salehe Bembury for Puma and Pharrell’s line with Adidas showcase how fashion doesn’t have to sacrifice function.

Fashion experts agree that authenticity matters. As Justine Agana, a fashion influencer, puts it, she seeks practical, versatile pieces that serve multiple seasons and purposes. Research from RBC Capital Markets indicates that while Nike and Adidas hold strong market positions, technical brands like The North Face and Hoka are gaining traction by emphasizing functional value.

With a shifting focus towards performance-driven, innovative products, consumers increasingly appreciate sneakers that deliver both style and substance. This change reflects a broader trend where diverse lifestyles are converging with a culture of health and fitness, making it an exciting time for both consumers and brands alike.

For a deeper dive into these trends, check out the 2024 sporting goods survey by McKinsey.

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footwear,activewear,consumers