From a sport focus into high fashion: How active brands are taking over the fashion world

Whether you're heading to a fancy restaurant on a Saturday night, walking your dog, or even going to the office, it's become common to see people wearing an Arc'teryx or a The North Face jackets, walking with ON or Hoka shoes, or even rock a red Salomon in the biggest showcase in the world - Rihanna wore Salomons at the Super Bowl Halftime Show-. But how have these and other sport brands managed to set a new trend in fashion? I've examined some of the most innovative business models and marketing strategies behind this shift and particularly for brands that are just starting out. The global hype surrounding functional clothes and shoes is getting bigger every year since the end of restrictions due to the coronavirus pandemic.

First sport, then fashion:

You might think that sports and fashion are two separate areas, one focused on performance and the other on elegance. But these worlds have collided in the past, and today, outdoor fashion is more on-trend than ever. What do sports brands offer that fashion alone doesn’t? High-performance gear and sustainable innovation! High-tech textiles, functional designs, and environmentally friendly clothing are setting today’s trends and are more in demand than ever. No one meets this demand better than the outdoor and sports sector, where the most exciting innovations are developed—and often on their own initiative.

The "train in style" concept is also strongly reflected in the running world. Once a solitary activity, running has transformed into a social phenomenon, visible in the rise of running clubs, city marathons, and online communities. Today’s runners aren’t just training alone—they’re gathering in groups, sharing achievements on social media, and celebrating milestones together. This shift has sparked demand for apparel that lets athletes train in high fashion apparel, buying high-performance gear that combines functionality with fashion, redefining the look and feel of the sport.

Gen Z effect:

Outdoor and sports brands hold a completely different significance for Gen Z than they did for previous generations, and this is expressed through their fashion choices. Gen Z loves micro-trends; they want to feel unique and stand out from the mainstream. This preference is reflected in the high success rate of limited-edition models, which experience unprecedented hype and often resell online for multiple times their original price. Gen Z seeks an engaged community and wants to interact with brands through their products.

Showcase your brand:

Showing who you are, what you do, and why you do it is becoming the core message for outdoor brands looking to establish themselves in the fashion market. A vast company, and passively waiting to be noticed is unlikely to succeed. Effective social media marketing on platforms like TikTok and Instagram is essential, but to truly spark conversation, brands need to deliver a content-lead storytelling: a unique brand story presented through high-quality images and videos, shared in collaboration with influencers and amplified by sporty brand ambassadors with a wide reach.

The new store designs of traditional outdoor brands illustrate that sportswear has entered the high fashion scene. The Arc'teryx flagship store in Beijing, for instance, could just as easily resemble a fashion boutique or a contemporary museum, offering shoppers a luxury experience typically reserved for fashion labels. Here, the focus is on immersing oneself in the brand experience, not just on making a purchase.

Top 10 brands in outdoor fashion by ISPO

1.???? The North Face

2.???? Salomon

3.???? Arc'teryx

4.???? Hoka

5.???? On

6.???? Gucci

7.???? Loewe

8.???? Moncler

9.???? Vibram

10.? Adidas

Personal opinion:

These trends not only reflect evolving consumer values but also set a promising direction for the industry. In this shifting landscape, authenticity is emerging as a crucial factor. Looking ahead, this shift presents brands with an exciting opportunity not only to stay relevant but also to lead in cultural and sustainable change. In these cultural transformations, trends are secondary to authenticity. Brands that integrate sustainable practices and promote a future where fashion and sport coexist responsibly are poised to thrive. Naturalness and sincerity are deeply rooted values in the outdoor sports sector, where brands can lean on aesthetics, innovation, and eco-design. Often, outdoor brands are one step ahead, pioneering visions that embrace change and adapt to new trends.

About the author: My name is Javier Faus, and I'm an MBA candidate at IESE Business School. With previous experience in consulting and venture capital, my current focus is on understanding how consumers engage with athletic brands and gaining a deep understanding of the brands themselves. I have been a sports enthusiast for as long as I can remember, and my goal is to unite my two passions: business and sports.

You can reach me here:

LinkedIn: https://www.dhirubhai.net/in/javierfausm/

Mail: [email protected]