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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Sports Brands Turn Hypebeasts Into Athletes?

As the lines between fashion and sports customers blur, sportswear brands have an opportunity to attract casual consumers to innovations designed for serious athletes.
The blurring lines between sports and lifestyle customers is most evident within footwear.
The blurring lines between sports and lifestyle customers is most evident within footwear. (BoF Studios)

About a decade ago,

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Further Reading

Exclusive: Inside Hoka’s Fashion Ambitions

In a new collaboration with Marni, the running brand known for its chunky, cushioned midsoles is looking to catch the eye of a new fashion audience — without compromising the performance DNA that’s made it an emerging sneaker powerhouse.

Running’s Big Fashion Opportunity

The explosive growth of running has created a competitive space where new and old running brands must figure out distinct ways to reach consumers who see running as a lifestyle rather than just sport.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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