Athletic brands are finally accepting that most women who wear their clothes don ’t have any gold medals or championship rings.After all,82 percent of the $16.2 billion in retail activewear ales are used in nonathletic endeavors,according to the Sporting Goods Manufacturers Association.

In response to that,Nike,Fila and other ports labels are showing pro-athletes outside the gym and ordinary women in their advertising cam- paigns.Look for that trend to continue in the year ahead.For Fila ’s new ads,tennis stars Jennifer Capriati and Kim Clijsters will give up their rac- quets to be depicted in more relaxed poses.

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