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GLOBAL INVESTOR 1.16 — 15<br />
NEW MARKETS<br />
SPORTS<br />
Many popular fashion<br />
brands have had<br />
de dicated sports lines<br />
for some time, such<br />
as Ralph Lauren and<br />
Hugo Boss.<br />
Uniqlo has a tennis<br />
player as its global<br />
brand ambassador to<br />
position the brand<br />
as the ultimate functional<br />
wear. Even<br />
at the luxury end, Tom<br />
Ford is already developing<br />
a sports line<br />
to expand the reach<br />
of the brand. On<br />
the catwalks, many<br />
models are wear ing<br />
training shoes and<br />
there is soaring<br />
demand for designer<br />
trainers. Sports as<br />
a lifestyle is here to<br />
stay and fashion<br />
brands will capitalize<br />
on this. Sports<br />
brands such as Adidas<br />
are also developing<br />
fashion lines,<br />
with Adidas using<br />
the designers Yohji<br />
Yamamoto or Stella<br />
McCartney to develop<br />
lines of designer<br />
sports fashion. When<br />
Puma was bought<br />
by the luxury goods<br />
group Kering in<br />
2007, the objective<br />
was to transform<br />
the brand as a sports<br />
lifestyle brand. But<br />
Puma entered a difficult<br />
period after having<br />
been overexposed<br />
on a fashion spur.<br />
✖<br />
FOR MORE ON<br />
BRANDS AND MARKETS,<br />
GO TO PAGE 30
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