“One of the biggest trends in the fashion and retail worlds today is the rise of “athleisure” – athletic apparel that people can wear in non-athletic settings. Think of women wearing yoga pants for a night out after work. Think of CEOs wearing sneakers to board meetings.”

Read Article

Decoded Fashion - Fashion Tech Daily -  Athleisure x Lululemon x Nike

“Runners beware: winter is coming. To combat the viscous cycle of layering and un-layering often associated with winter running and athletics, Nike introduces a new line of weather-smart clothing designed with athlete-needs in mind: the Nike Therma-Sphere collection.”

Read Article

Decoded Fashion - Fashion Tech Daily - Nike

“Nike has ruled the sportswear sector for years. But Under Armour has slowly been eating into Nike’s market and is now the second most-popular athletic apparel brand in America. Adidas lags behind at number three.”

Read Article

Decoded Fashion - Fashion Tech Daily - Under Armour x Sportswear

“Chitose Abe’s label Sacai is a favourite of fashion editors who like their style a touch conceptual – it’s all about opposites, pairing girly fabrics with tailoring, or sporty shapes with luxe materials. All this comes out to play in her collaboration with NikeLab, which launches today and which stars model of the moment, Binx Walton, among others.”

Read Article

Decoded Fashion - Fashion Tech Daily - NikeLab


US sports giant Nike has been awarded a patent on a design system potentially involving augmented reality – technology that overlays digital imagery onto the real world. The system would immerse users in computer-simulated environments, allowing them to customise trainers.

Nike has been empowering shoppers to customise purchases with its in-store/online initiative NikeID since 2005, giving them the ability to pick from a selection of models, fabric colours and personalised monogramming – but the experience so far has been confined to flat representations on-screen. This patent could see users customising products in-store as if in 3D, using head-mounted devices such as the Facebook-owned Oculus Rift – a wearable virtual reality (VR) helmet that transports users to other, virtual environments.

As VR, holographic and projection-mapping technologies become increasingly refined, the concept of adding malleable digital overlays onto physical objects may prove a powerful way to engage those who want the thrill of customisation, with the extra reassurance of seeing a virtual approximation pre-purchase.

Other brands already indulging in VR technology include UK department store John Lewis, which has been trialling a virtual sofa simulator that displays a customer’s choice of colour, shape and fabric in 3D in-store. Read more in John Lewis: Virtual Sofa Simulator. Meanwhile, German automaker Audi is launching a new VR experience in selected dealerships that will allow consumers to browse and customise details while experiencing the sensation of sitting inside one of the vehicles. See our full blog post for further information.

Guest post by Saeed Al-Rubeyi, EditorKatie Baron, Head of Retail


“Despite the discontinuation of FuelBand, a new patent from Nike provides clue into their role in the future of sportswear.”

Read Article

Decoded Fashion - Fashion Tech Daily

Decoded Fashion - News - Fuelbox

Technology is intrinsic to the sportswear sector – the use of innovative, lab-produced materials has been standard industry practice for many decades now. But things have moved on from workout leggings being more stretchy and sweat-resistant than ever before, sports fanatics are looking for more than this.

Sportswear brands need to use clever marketing to spark everyone’s attention. In the past it’s been through sponsoring events, launching guerrilla campaigns, entering into collaborations with designers or celebrities. Recently, they’ve also started incorporating technology into the design of their marketing strategies. Here are a few examples of how big sportswear brands have managed to use tech to stimulate media attention, add value to their product offering, and drive ‘brand love’ over the last month.

Reebok added a customisation program to its Union Square FitHub location. It’s called Local 1nk and it lets shoppers customise their merchandise purchases free of charge, using an innovative portable silkscreen printing device. Amidst its current crossfit craze, this is a cool way for Reebok to use technology (rather than bacon) to set itself apart from its’ competitors – whilst appealing to the masses.

Nike upped their ante with technology by introducing a vending machine that can only be operated with the Nike FuelBand. The so-called Nike+ FuelBox holds items such as socks and hats, and dispenses these when users plug in their FuelBand USB – if they’ve amassed enough points. It’s effectively allowing FuelBand users to turn their exercise units into a currency – a great incentive to use the FuelBand (or deterrent from buying one of the new fitness trackers out there) and a fun motivation to work out. Read more about the FuelBox here.

Then there’s Lacoste, who started dabbling in Augmented Reality for their spin-off brand LCST. In collaboration with Engine Creative, they created an AR app for in-store use that allows customers preview what a trainer would look like, without trying it on. It also lets users take a picture of the preview and share it on social media. Check it out here.

It was also interesting to see that Adidas lifted the restrictions they had placed on ecommerce distribution (read more about this here). The German sportswear brand has now joined competitors like Nike in being available for purchase over marketplace sites such as Amazon and eBay. They will enter into further direct competition with Nike when they launch their first wearable tech fitness accessory later this month. These steps may not be that innovative, but you gotta to start somewhere. We’re excited to see what the other big sportswear brands come up with in the future.

Reported by Anna Abrell


“Global sports brand Nike has created a special vending machine in New York City that only accepted Nike+ FuelBand for Nike products.

The vending machine, dubbed the Nike+ FuelBox, doesn’t accept cash as payment, and instead lets consumers plug in their Nike+ FuelBand USB to “purchase” Nike items like socks, shirts, and hats. The machines lets FuelBand users gain real “rewards” for engaging in physical activities with the Fuelband.”

Read Article

Decoded Fashion - Fashion Tech Daily - Nike Fuel Box Vending Machine

“There is little correlation between World Cup sponsorship and social media success for the 2014 games, according to Opher Kahane, CEO and co-founder of Origami Logic, a Menlo Park, Calif.-based company that specializes in market intelligence. So what does this mean for World Cup sponsor Adidas?”

Read Article

Decoded Fashion - Fashion Tech Daily - Nike Risk Everything

“With the impending presence of Google, Samsung, Apple and others, Nike’s move [of cutting back on its wearable FuelBand fitness tracker] perhaps should not be seen as a sign the market isn’t taking off – rather it’s a clearing of the field before the real combatants take to a new battlefield that will see technology infiltrating ever more aspects of all our lives.”

Read Article

Decoded Fashion - Fashion Tech Daily - Smartwatches