Weekly Newsletter - 05.09.2024

Olympic athletes partner with luxury brands, Saucony’s limited-edition launch, and top luxury activewear picks

Author

STYLED ATHLETICS
06 Sep • Estimated Reading Time: 6 minutes

THE LATEST IN ATHLEISURE NEWS

UNDER ARMOUR

Under Armour is flexing its street cred with the "Flex as you go" campaign, targeting Gen Zs who are more into streetwear than sweating it out on the track. The star of the show? The SlipSpeed Mega shoe, designed for those who juggle gym sessions and smoothie runs with equal flair. Rachel Wong, Under Armour's marketing manager for South APAC, is all about this dual-mode design, which lets you switch from "speed" to "slip" mode faster than you can say "post-gym smoothie".
The campaign, cooked up with VaynerMedia, is rolling out across seven APAC markets. It's not just about ads; we're talking in-store displays, pop-up events, and creator-led exhibitions. JY Lay, VaynerMedia's group creative director, says the campaign mirrors the dynamic lives of its audience, who are as flexible and cool as the SlipSpeed Mega itself.
But wait, there's more! Earlier this year, Under Armour's AI-powered commercial featuring boxer Anthony Joshua stirred the pot. Directed by Wes Walker, the ad was accused of plagiarizing a 2022 production by Gustav Johansson. The monochrome commercial, inspired by the poem "Ozymandias" used a mix of AI video, 3D CGI, and more, but some say it borrowed a bit too heavily from Johansson's earlier work.
So, whether you're into street style or just love a good controversy, Under Armour's got something to keep you entertained."

PRESTIGE

The 2024 Paris Olympics showcased not only athletic prowess but also fashion, with many athletes serving as luxury brand ambassadors. Notable figures include Leon Marchand for Louis Vuitton, Noah Lyles for Omega, and ShaCarri Richardson for Nike. These partnerships highlight the intersection of sports and high fashion.

FOSPHA

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.
But how will it impact brands?
A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.
The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.
Saucony and Black Girls Run have collaborated on a limited-edition Endorphin Speed 4 running shoe, featuring black and pink hues. The shoe incorporates Saucony's Speedroll technology, Pwrrun PB midsole, and a re-engineered winged nylon plate for enhanced speed and flexibility. Available September 16 for $170.
The Air Jordan 11 Retro will debut a new Black-Red-Gray look for the 2025 holiday season. This anticipated release, revealed by zsneakerheadz, features a mostly black design with red and gray accents. The sneaker continues the tradition of successful holiday launches, retailing at $230.
The article highlights the best luxury activewear brands to update your gym wardrobe. It features top names like Lululemon, Alo Yoga, and Vuori, emphasizing their unique strengths such as quality, style, and performance. The piece serves as a guide for investing in high-end, fashionable sportswear.
Tech products like Zwift RunPod, Polar H10 Heart Rate Sensor, Oura Ring, Bose Sport Earbuds, Renpho Active Thermacool Massage Gun, and Gatorade GX Sweat Patch are revolutionizing marathon training and performance. These devices help runners track vitals, enhance recovery, and improve overall race experience, making marathons more manageable and enjoyable.
EBIN New York introduces the Wonder Lace Bond Sports Edition Collection, featuring seven innovative products designed for active women. With water-resistant technology and a 30x stronger hold, these products ensure wig longevity through extreme conditions. Available nationwide, they empower women to maintain flawless styles during workouts.

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