SPORTYCHIC MOMENT OF 2022
HYPE STORY
20212022
Top luxury and top stream sports IP will interact frequently
For football clubs, they have also experienced such as HUGO BOSS, Giorgio Armani... Sponsorship of such established fashion houses. But no club can be like Paris, after a joint alliance with a top luxury brand, the team's popular player Mbappe has directly officially declared the brand's new Dior menswear and perfume ambassador.
The official image also pays tribute to Zidane's commercial for Dior Eau Sauvage (zizou is still quite handsome without balding)
The act of half-covering the face with a turtleneck sweater later became the ancestral pose of the Dior Eau Sauvage commercial
In fact, not long ago, Inter and Moncler also launched a joint series. However, after looking at the overall piece, I think the two sides have taken a lot more cautiously in football x fashion than I thought.
It's fair to say that paris has left many big clubs far behind on the fashion track. The recent co-branding with Stüssy, 3.PARADIS, is also another demonstration of the fashion ambitions of Greater Paris.
PSG x Stüssy
PSG x 3.PARADIS
The racing field is on the rise
Zhou Guanyu joined Alfa Romeo Racing, becoming the first Chinese driver to compete in the F1 main race. This is definitely an exciting event in the sports world, and the appearance of Zhou Guanyu is not only the pride of Chinese, but also attracts more people to pay attention to the sport of motorsport.
Although it is both the cost and the viewing experience, racing is not a very highly engaged sport for the public. But that doesn't stop the fashion industry from loving cars, as evidenced by the co-branded series launched last year.
PALACE x Mercedes-AMG
The theme of fashion crossover in the future may not be limited to F1, and the car itself alone is enough to become an opportunity for many cooperation.
Heron Preston x Mercedes Benz
PUMA also recently officially announced that music artist Mike Tols Myke Towers has become its first motorsport fashion apparel brand spokesperson, aiming to integrate the music world with racing culture through Mike Torres.
Skiing takes off in the wind
Fashion brands are also unrelenting in skiing, and have launched skiing series with brand characteristics:
Louis Vuitton
Dior
Fendi
Prada
Even the archaeopteryx, which middle-aged people want to shake their heads, has now become a new fashion of outdoor style in the eyes of young people:
Liu
Pity
In addition to skiing equipment, many brands have also made sufficient efforts in marketing:
Fendi and Burberry open pop-up stores in Changbai Mountain and Songhua Lake, respectively
To coincide with the launch of The North Face x Kaws co-branded series, Kaws:Holiday and AllRightsReserved brought KAWS's first COMPOSITE giant snow sculpture to Changbai Mountain
With the blessing of the 2022 Beijing Winter Olympics, China's ice and snow industry is bound to usher in a new situation. I don't know if in the next few years, orthopedics and sports rehabilitation will become another hot spot in the industry because of the development of ice and snow sports.
The birth of the sports "Visual Idol"
Carefully calculate, the past year may be the year with the most "husband", and the handsome guys of various sports departments really let the sisters see a cool one at a time.
Lee Si Rong
However, it is harder to be a male athlete, and it is even harder to be a handsome male athlete. In the professional field of "sports", which relies on strength, the appearance is simply not worth mentioning. There will even be people who complain, "No, it turns out that some people really want to eat by the face in the sports circle?"
It's hard not to admit that humans are visual animals. For sports, we also need some "visual idols" to attract more people outside the circle.
Wang Shun
Some people will say that sports will lose their original competitive spirit if they continue to engage in this way. I think that the future of sports will also become an industry that retains sports competitions without hindering everyone from following the trend.
Gu Ailing
Su Yiming, a boy who walked from CCTV6 to CCTV5
Of course, the particularity of the sports industry also requires high-value athletes to keep up with their business capabilities, and the sports idols that are sought after in the future are bound to coexist in strength and appearance.
In addition to the "beauty- and beauty-oriented" players, there are also many "mudslides" in China's sports idols today. For example, Zhang Guowei, whose main business is comedy, and his side job is athlete, is:
Not to mention Wang Mao, who succeeded Wu Jing as the "first sister of Chinese memes":
There are also short track speed skating team members with unified drinking posture:
Business does not play virtual, private "contrast meng" is also quite a circle of fans, this is not more than chasing after the "collapsed house" love beans to be more practical?
NFT & Metaverse
As a practitioner across the sports and fashion industries, the heat of NFT and the metaverse in the past year is simply the degree of hearing the ears cocoon.
As one of the first few bloggers on the whole network to introduce NFTs (really not bragging, at that time there were not even predecessors who could consult, all by checking the data for self-study). In the new era led by the NFT, the wave of virtual consumption has just begun, although it has not become a billionaire, but it has once again proved that HypeStory's keen sense of trend smell.
As for the metaverse that makes Zak Burke change his name, this passage is still quite interesting:
Vintage year
If I want to say which shirt impressed me the most in 2021, venice club jersey is definitely a stable top 1. In the sluggish jersey design under the influence of the epidemic, Venice's jersey can be said to have mastered the traffic code and effortlessly killed a "fashionable" road.
Ingenious detail design + model interpretation with a very good appearance
Kappa has once again become a winner, and the retro route can be said to be on the hearts of many fans.
Just a few days ago, Kappa recently released the Spring/Summer 2022 collection, the elements of the retro jersey also directly occupied an entire section, in the reorganization and disassembly of different elements, so that the retro spirit glowed with new charm.
In the Gucci 2022 fall/winter series show a few days ago, the joint series with adidas also made everyone shine. The combination of the two "Logo hooligans", the collision of luxury and sports, has a bit of Eastern European flavor. It seems that 2022 will still be a retro year.
The continued crossover of beauty and sports
Indeed, the two areas of beauty and sports are simply representatives of "extreme yin" and "polar yang". Even if they are talked about now, their cross-border is still a bit confusing. However, the emergence of the Colour Pop x NBA joint name may have opened up a new way of thinking for the combination of the two fields.
Combined with the advantages of the product itself, only from the point of interest of the unilateral party. Beauty, which is the majority of female consumers, may be able to attract more men's consumption desire by adding sports elements with high male attention.
Of course, as the main position of women, the combination of beauty and sports idols may also become a new direction for cross-border in the future.
In the makeup Vlog that Gu Ailing took for VOGUE, although the good looks all depend on a face, the concealer she said was "used from the age of 12 to now" attracted the attention of most of the Little Red Book users.
A cross-border extension of sports diversity
From a few years ago, everyone didn't know how to play crossover, and now everyone is brushed by various cross-border series to visual fatigue. In the 2022 that has arrived, I think the concept of "crossover" is bound to be extended to more fields, such as movies.
PSG x Spider Man
AC Milan x The Ghostbusters
In order to cooperate with the promotion of the movie "New Batman", PUMA directly released a pair of Future Z sneakers with Batman-themed colors
Movie x football may not necessarily be the next development trend. It is worth affirming that football has gradually become a window for the export of various cultures.
A more popular niche movement
The mall has become a place for aunts to punch in, and being close to nature is the right way for young people to open their weekends. The outdoor equipment that started at thousands of yuan did not dispel everyone's enthusiasm for the life of the "mountain system", the survival of the wilderness is not the real intention, and escaping the world's fireworks is the real yearning.
image via two bullets
Today's fashionable people, there are few photos of playing frisbee in the circle of friends, and they are embarrassed to say that they love sports.
image via Little Red Book: Sha Ge is great
As a promotional version of rugby, the waist flag rugby is much milder in terms of "collisionism". The joy of chasing and being chased on the field has also attracted many active young people to join.
image via Little Red Book: Puff pastry Wu puff pastry
There are also female rugby players who rely on a stylish figure and a cheerful personality to circle countless fans:
image via Little Red Book: Broccoli
Even Supreme, which has always been "high cold", has launched many outdoor joint lists this year
Here again, it is boldly predicted that 2022 will be the year when niche outdoor sports are sought after.
Sports: the next frontier of aesthetic change
Take the fact that boys wear skirts, except for Westbrook, Hamilton, Clarkson... We're already seeing this trend in more and more sports stars. And is such a trend really just a fashion trend so simple?
How many people will change the distorted aesthetic of "white skinny" and pursue healthy beauty because of the appearance of Gu Ailing and her saying that "beauty is not thin, beauty is powerful"?
It's hard not to admit that in the future of sports we will see more and more sports stars become communicators of emerging aesthetics and values.
In this one event after another, it is not difficult for us to find that "sports" has long become the most popular trend theme at present.
(Some of the pictures are from the Internet, and the copyright of the article belongs to the original author)
HypeStory
"HypeStory" is a media brand of ECO Krypton, focusing on the fresh developments and industry observations in the field of sports trends, providing high-quality content and in-depth services.