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下载Sports Wear Goes into Fashion 时装化的运动服
Sports Wear Goes into Fashion
"Will they make me run faster?" That's a question often heard by a ten-year-old shopper for a new pair of shoes. The answer to that question unfortunately, is "No". But the ten-billion-dollar athletic shoe industry is doing just fine even though it can't achieve all the aspirations of a ten-year-old.
The big brands in last few years have managed to create icons of style out of the athletic shoe. Adidas, for instance, has created something between street wear and high-end fashion.
Meet the people behind one of Europe's more unusual fashion houses. Stan Smith, Chuck Taylor and Air Jordan, some say these trainers are now transcending sport, and entering the realm of pop art. "They are such a part of culture now, they are those who revere certain products as icons." Okay, so this exhibition is taking place at a shoe store and not the Pompidou center. But athletic shoemakers are working to earn their design credentials. Instead of burly footballers, slender models are sporting Adidas trainers.
"Adidas is known as a great functional brand, always delivering the best functional sports products. On top of that, it's no long enough just to have the basic colors and so on, things like that. It's really important for us also to deliver great designs, inspirational designs."
To achieve that, Adidas has entered into partnership with Japanese designer Yoji Yamamoto.
为了实现这一目标，阿迪达斯开始同日本设计师Yoji Yamamoto 进行合作。
Fashion Magazine Editor
"It's such an unlikely marriage, because Yoji is kind of considered to be one of the most avant -garde designers in the world. And also, the last person you really think of to be associated with sports wear. And Adidas had such a sort of, kind of very very high profile in the sports. Kind of media generally. So to put the two together is some quite bizarre."
Bizarre perhaps, but also increasingly common. Competitor Puma has also teamed up with Joe Sander to deliver a high-end trainer. But Adidas isn't just depending on name designers to increase its style points. The company is pushing its clothing out of sporting good stores and into fashion boutiques. The classic Adidas tracksuit had a prominent place in the quirky film "The Royal Tennenbaums". And sales of this retro clothing line had contributed 15% to the company's revenues. But fashion still remains on the fringes.
也许是有点怪异，但这样的情况越来越普遍了。阿迪达斯的竞争对手彪马也同设计师Joe Sander 合作设计高档运动鞋。但阿迪达斯不只是要靠知名设计师来增加它的时尚性，公司还将它们的运动产品从体育用品商店撤出然后摆进昂贵的时尚精品店。经典阿迪达斯运动衣非常显眼地出现在讽刺电影《The Royal Tennenbaums》里，而这款复古风格的服饰销售收入占到总收入的15%。时尚服装仍然只是公司产品的一小部分。
"On the outside of the shoe, you got his name stitched on, Beckham, the back is the British flag, on the insole of the shoe, you got his number, 7. Here on the tongue, the top, the name of his son has been stitched on."
Here it is: the location where professional foot-ballers get their shoes made. And it's Adidas athletic shoes that remain the core of the business, bringing in more than 600 million dollars last year.
"We are a clear sporting goods company, there is no doubt. If sporting goods goes into life style, then we are happy we take it. But all what we are doing is inspired by performance in sports."
But if by chance the fashion icon happens to play football, who says Adidas not to take advantage?