Wonder

Emerging Sports and Fashion Brands

Delivered August 23, 2019. Contributor: Elizabeth W.

Goals

To understand who the more interesting brands emerging at the intersection of sports and fashion are, how each brand positions itself, and how they distinguish themselves from peers and competition. This information will be used for a Docuseries. 

Early Findings

During our preliminary research, we were able to determine 10 emerging fitness apparel brands that seem to be emerging at the intersection of sports and fashion. For 3 of the companies, we were able to provide insights into how they position themselves and how they distinguish themselves from peers and competition.
Beyond Yoga Beyond Yoga is a fitness apparel brand located in Southern California that was founded and run by women.
The brand's motto is to empower "real women".
Their sizes range from XXS to 3X.
The company is environmentally responsible when making their clothes.
They fit their clothes on real people instead of sizing up so that sizes are more accurate. 
The company also only uses unretouched photography when marketing their clothing. 
Their products include leggings, bras, crop tops, and maternity clothing.
Aviator Nation Aviator Nation was founded in Venice Beach, California in 2006 by Paige Mycoskie.
The brand sells 1970s inspired active wear including leggings, sweatpants, and hoodies. 
There are even unisex clothing options.
The brand now has 10 stores, 8 of which are located in California.
The other two stores are located in Colorado and Texas.
In 2012, the brand began a partnership with Austin City Limits Music Festival.
 Other partnerships include SoulCycle, Honda, Global Citizen's Festival, Lollapalooza, SXSW, X-Games, Firefly, as well as others.
Body Language Body Language is a sportswear brand founded in Los Angeles, California.
The brand states that they offer "the most premium active wear for women with active lifestyles".
The brand is also inspired by "supporting the modern woman's dynamic lifestyle".
They use high tech fabrics to make luxury active wear.
Body Language also has a large celebrity following, including, Eva Longoria, Kim Kardashian and Jennifer Lopez.
Their products range from leggings, bras, and even backpacks. 
Additional Brands Additional emerging sports and fashion brands include:
 Industry Active 
 Varley 
 Noli Yoga 
 K-Deer 
 Onzie 
 Human Performance Engineering 
 Nancy Rose Performance 

Proposed next steps:

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Based on the availability of the information requested, we suggest diving deeper with additional research on 2-3 of the additional emerging sports and fashion brands listed above. For each brand, we will provide an overview of who they are, how each brand positions itself, and how they distinguish themselves from peers and competition. If there are specific brands from the list that you would be interested in, please let us know and we will be happy to include those for you!