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.
This story first appeared in the December 26, 2002 issue of WWD. Subscribe Today.
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.
Serena Williams,on the other hand,contin- ues to work the fashion circuit,routinely show- ing up at awards ceremonies and special events dressed head-to-toe in designer clothes.Like many of her contemporaries,including hard- court heartthrob Anna Kournikova and skating princess Sarah Hughes,she is committed to showing off her ofter side.