Comfort Zone - Casual Friday to Athleisure

The sportification of the modern lifestyle has reached a peak. Yoga clothes have made their way from the gym to the office. The social norms for appropriate dressing seem to be radically changed. Global players have launched athleisure lines. Sales with athleisure apparel are rapidly increasing – at the moment mainly in the American clothing market. Is this trend here to stay? Is it just a women´s topic? Is it a herald for the transformation process which we see in the clothing industry? How will this trend focusing on hybrid products affect the customer´s wish for distinction? What does it mean for the sports industry? Is living for adventure as a guideline for the development of sports products obsolete? Nora Kühner gets to the bottom of this trend – exploring its potential and the impact on the sports industry. Profit from the profound overview of this multi-faceted trend and join the session!