I read this really interesting article from The Business of Fashion about the rise in popularity of trail-running and the fact that both well-established activewear megabrands like Nike and Asics, as well as start-ups like
There are some really powerful statements in the piece that demonstrate the growing power and influence of performance footwear and technical clothing, like from co-founder of
People taking to the trend of trail-running do not just want to wear performance trail-gear while actually partaking in the sport, they want to wear the shoes and the technical clothing in everyday life as a way of showing that it is a part of who they are. In the article, trail-gear start-up Satisfy's creator,
I wonder if we will see trail culture become as mainstream as skateboarding culture. After all, these days it is hard to believe that every person you see in a pair of Vans has spent time practising ollies, or that every person in Converse shoots hoops. With the increased durability and quality required of trail-gear to cope with the sometimes treacherous conditions, we're already seeing this kit break into the mainstream. According to the article, Salomon's trail shoes are favourites of celebrities like
Brands have clearly spotted an opportunity to make the most of the trail-running trend, with an increasing number of brand collaborations, sponsorship deals and partnerships with trail-running influencers in this space.
With my trade mark attorney hat on, any brand looking at entering the trail-gear market should check that their current trade mark protection covers what they are planning to do. Considering the variable conditions involved, trail-running does require some specialist kit that might fall outside the "usual" classes of goods and services associated with activewear.
"Whenever an activity gets hot, especially one drawing a wide-ranging demographic, product will follow," said
www.businessoffashion.com/...
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