History of Sportswear brandsIn the 1970s, sport wears focused on color scheme like team-colored sneakers. At that time color was just as important as brand. By the mid-1970s the advent of b-boy made sportswear brands have a strong association with creative subculture and this phenomenon has had a strong impact on sportswear market until the present time. It means that expressing the youth culture and its creativity and uniqueness is the most important factor of the sportswear brands now
"Is it now more important for sports brands to be fashionable or to be functional?"
Art director Nathan Gale said that fashion is a huse part of any sports brand's adenda. unfortunately too many manufacturers seem fixated on the past, meaning not enough new models are being released(Nathan Gale, 2008).
Intercity, 2008.
Many sportswear brands used to focus on communicating the strong and fast-moving images of athletes and the function of clothes as a uniform or a sportswear.
"Is it now more important for sports brands to be fashionable or to be functional?"
Art director Nathan Gale said that fashion is a huse part of any sports brand's adenda. unfortunately too many manufacturers seem fixated on the past, meaning not enough new models are being released(Nathan Gale, 2008).
