This summer all eyes are on Brazil for one of the biggest global sporting events. Here’s your guide to the country’s active apparel industry ahead of The Games. WGSN Active Senior Editor Veronica Hendry reports.
Now more than ever the Google searches for activewear, performance wear + Brazil are going to be at an all-time high. The Olympic Games officially kick off next week, with the opening ceremony and we can’t wait. With all the focus on athleticism, working out and Olympic performance there isn’t a better time to look at Brazil’s activewear market, paying close attention to the country’s attitude to body confidence.
After the London Olympic Games in 2012, the sports minister set goals to help keep the nation engaged with sports, and we’re likely to see a similar idea post-Rio. But the activewear market in Brazil is also aimed at the global consumer as well as the domestic one, thanks to online retail everyone can enjoy the diverse styles and high performance Brazilian active brands.
Here’s the top 3 brands to know and have on your radar:
Established in 1995, CCM is one of the biggest active brands in Brazil. Fusing function and fashion, its high-performance apparel is designed to support the body as well as promote wellbeing. A premium is placed on the technical fabrics and striking prints exclusive to the brand. The collection is made and designed in Brazil at its own factory, and is sold internationally in over 20 countries- complete with a mantra of ‘unpretentious and powerful, chic and simple’.
Created in 2010, Brazilian active brand Lauf is known for functional silhouettes that fuse high-performance with fashion influences. A varied offering that covers biking, yoga, surfing and ballet, a new category called Weekend reflects the growing athleisure trend. The brand’s beautifully curated Instagram peppers product editorial with mood images that convey the seasonal mood, while its 2016 ad campaign resembles a high-fashion shoot. Featuring Brazilian model Luciana Curtis, the images shift away from atypical sport photos, signalling a change indicative of the all-day active market.
New to the Active market, Brazilian brand Nu Body is the genesis of lingerie company Hope and fashion designer Andre Lima. The collection of bodysuits, leggings, tops and jackets is designed to integrate seamlessly into an existing wardrobe. It taps into the ath-luxury market with sumptuous colour, luxurious fabrics, and cut lines and textures reflective of Lima’s work. With a polished brand identity and the successful combination of Hope’s lingerie technology with Lima’s fashion credentials.
Want more Olympic Games coverage? WGSN Active Director Clare Varga talks about why she is obsessed with this global event and the impact it has within the active industry (from marketing to brand strategy) every four years.
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