What does adidas’ partnership with Wanderlust mean for the sporting goods retail industry?


Short answer: We can get comfortable, yoga pants are here to stay.

Long answer:

First, let’s set the stage

Wanderlust’s core mission is to create community around mindful living. They define mindful living as a conscious, value-based approach to leading a sane and healthy life. Mindful living is comprised of a few core principles: practice yoga, eat well, be green, practice purpose, create awareness, and showcase art. Learn more about Wanderlust’s core principals here.

Adidas Group is “laser focused on their mission”: strive to be the global leader in sporting goods industry with brands built on a passion for sports and a sporting lifestyle. Their website reads, “It’s not about faster shoes and fashion statements. Just as a shoe is more than padding and foam, there is more to us than just the product. Everything we do is bound by one simple thought: we strive to help you perform at your best. Your success is our ambition. Your defeat spurs us on to be better.”

Break it down for me

Both companies’ core principals reject the belief that they are just selling t-shirts and yoga pants. Instead they focus on providing products that give each of us the means to lead the healthiest and most fulfilling lifestyle possible.

The partnership is following adidas’ launch of a new global initiative dedicated to the female athlete called “I’m Here to Create,” a film series capturing moments in the lives of female athletes. The initiative has helped redefine adidas’ concept of sport, and has included more mindful and wellness-centered activities, such as yoga.

This partnership solidifies an ongoing trend for sports apparel companies to lean away from a traditionally masculine get fit, get hard really fast mentality, to softer lifestyle-based brands focused on overall wellness. “The mixture of culture, fitness and wellness is reflective of how we see the world and the lives of our guests — an active generation inspired by physical challenge as well as style, fashion, music and art,” says Jeff Krasno, co-founder of Wanderlust.

A move toward fitness-lifestyle messaging also means that athletic wear is not exclusively gym apparel any longer. Athletic wear will continue to trend toward an every-day staple- and that adds up to more dollars in the sports apparel and retail industries.

Get more information about Boxman Studios’ work with sporting/fitness apparel and how our on-demand retail solutions are impacting the industry here.