How sportswear gets involved in fashion marketing through the use of Nike.

Both sporting activities and sportswear have immensely evolved a lot over the years. Today
sports wear plays a major role in fashion as athletic trends have been very popular over the
past few years. Another example being a few designer brands that use Nike footwear for the
catwalks in the fashion shows. The use of sports shoes gives the pieces a different look and
meaning as opposed to following the norm, which would be the use of high heels in
catwalks. A big influence on American fashion would be hip hop which originally derived
from an underground urban movement in the South Bronx in New York City in the 1970’s.
The hip hop industry today uses a lot of the Nike products. People belonging in the hip hop
culture today all tend to have a very sporty and edgy vibe. They achieve this look through
the use of sportswear brands such as Nike, Adidas, Puma, Reebok, and more. Over the
years this look has been very popular within the younger generation. This has resulted in
people to wear sportswear on a daily basis even when not being engaged in any sports
activities. Nike first launched its lifestyle collection in 2010. This was highly beneficial for
Nike as people were wearing sports wear for day-to-day purposes. The line was introduced
as sometimes wearing sportswear on a daily basis may not be too practical so the lifestyle
collection has a more casual feel to it. I will further analyse Nike’s marketing strategy and will
look into the influence social media platforms have when it comes to the promotion of Nike
products by celebrities. I will also look at feminism and gender neutrality as a lot of
sportswear and sport brands support gender neutrality