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Seeing on what the entrepreneurs of the world is doing right now Heather's -- with a straight now she's the editor in chief of a glam slam I love the name of this now how -- you read a blog yes and it's all about.
Athletic wear yes -- that the -- focus.
Is on the -- a fast fashion sportswear for the two intersects and especially nowadays one of those areas happens to be.
Sportswear in the idea that more and more consumers are buying sportswear.
And doing so brands really have to up their game and one of the things that they're doing is creating products that are nice balance at being fashionable.
But at the same time they don't compromise in the function which is what consumers are typically looking -- You award for your blood in 2009 why is it that you think this is become such a hot.
A hot area because I'm other personally I -- this stuff out yes great so I work out at all but then -- like changeable -- -- on.
I wear it all the time what's changed why why this is such a hot industry do you think well I think -- this.
Forced her brands especially some of the bigger players like Nike who's been leading the way in this -- -- they're starting to become more of a lifestyle and fashion brand as much as they are sportswear brand in -- -- -- idea is very important because.
Yes these are items that you can where he had to the gym or -- work out near look gonna look great in doing so.
But at the -- time you can wear them every day in if they don't look.
Like typical workout here so they're really transitional pieces and -- that in that time they're very good investment as well.
Stella McCartney started designing for indeed this yes -- -- big do you think you have Venus sisters though are part of the turn.
Part of that what made it fashionable -- they came out started wearing really funky stuff from tennis of all things that's so.
I kind of feel like maybe that was the turn to.
You can work -- Philip really cool yes definitely an -- for the Venus sisters especially you know if you watch any tennis tournament that they're playing in.
The talk of the tournament is a lot about their attire as much as it is the play on the court and you know even beyond the Williams sisters if you look at the French Open which is just paid played this past weekend.
The final was Roger Federer and yes -- on the Dow in those are two men and have a very specific tastes.
-- are very involved in the design process.
They're on courthouse it's -- spouse I think they definitely started a -- Under Armour just totally took off people who are Under -- 20%.
Let's unless only under -- gas -- ten.
Well what's interesting about Under -- actually is they're one of the -- it's really working abroad in their -- In this for example this -- his teacher and Under Armour used to call -- in their enemy.
They've now embrace -- -- earlier this year they launched a cop charged cotton collection.
So it's a really nice soft cotton material this is gonna drive five times faster than normal -- but it's way more for casual wear them workout wear what -- this is actually working -- -- but that's the point can easily transition I casual wear as well.
But it hasn't seen moisture -- -- qualities that people love about Under -- so they have a compromise on the function at all.
And you're gonna start to see from this brand bolder colors like this orange -- typically have brighter colors there are more muted.
And some of the sorts of patterns that we see from under other brand my out of kids my son in particular because he's on sports teams only know Under -- they don't even know -- But he thinks somehow lady is that when -- You -- you can -- That's at about eleven because they have been on fire they mean in the stock.
Holy heck you on that stock is now the -- you go by the note that they rent ice.
But it's not higher yes absolutely why it's -- hundreds concert Mario the -- well.
And that's interesting as well because this is it happens to be new trend in sports for especially for women this is a particular pair of pants her brand called -- but.
Which are 68 dollars -- a little bit last but it's very similar to lululemon.
In this basic sort of take a -- -- Is really what's replaced the boot cut -- your -- that women typically used to work out it.
And -- these are very popular on the market they're very good sellers and I think the idea is -- they provide a more flattering fit and if you take a fitness class.
Or you have a personal trainer from an instructors perspective it's more form fitting to your body so they concede.
Your -- in your technique it's easier for them to correct it.
But this -- time these -- can be paired with you know a pair of boots -- flats and they're not just reserved for the chance I think lululemon kind of -- those fashion and function mine.
Why you started this -- More than as.
In 2010 more than thirty million dollars spent on fitness clothing so it's a huge area area okay sitting here into -- US work out.
-- you start this blog yes how are you making money.
I didn't make money in a variety of different ways I mean just through you know different advertising and the advertising advertising on my say in working with you know working with different brands.
So there's a variety of different let me just started -- you clearly thought there was -- need.
Well here it goes.
Well beyond just fitness wear because they think the worlds of fashion sports merge.
In a lot of different ways if you take a lot of athletes now -- days you know fashion lines are huge revenue makers for a lot of professional athletes.
-- -- -- it's about building a brand you know beyond their sport and even if you look at you had -- here this is interesting because this is a brand called friends.
And friends -- friends brand was created by a group that seven -- professional snowboarders you know -- competing tax gains in Olympics.
And they wanted to create something that's nice balance of styles of their coming a lot of really -- bold colors and eat it out of high Kennedy he's -- -- here.
But at the same time they have a lot of functional capabilities and the -- tested this out themselves they wear these on the slopes of its gonna work for -- and it's gonna work for the consumer as well.
And some of them are retired -- borders so these are ways that they can continue their brand once they've retired from their sport.
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