Have you heard? 2024 was a big year for fashion and sport. From the Olympics to the Euros, tennis to Formula One, fashion brands have invested more than ever this year, via athlete ambassadorships, sportswear collaborations and sporting events. Meanwhile, the sportswear market has been in flux, with shaky performances from heavyweights like Nike and Adidas, comeback kids New Balance and Puma hot on their heels, and burgeoning challenger brands from Hoka to On clawing market share.
The fashion-sports surge has been a long time coming. With the Paris Olympics, the growth of the NFL, football’s continued resonance with almost half of the world’s population, and growing engagement with running and functional fitness, sports fandom and participation is arguably at its apotheosis right now. And amid the luxury slowdown, it’s crucial for brands to build cultural relevance and emotional connection with consumers to maintain or gain market share. For luxury labels, sportswear collaborations are more accessible to the priced-out aspirational shopper. And for sportswear labels and luxury brands alike, collaborations allow them to align with consumers’ desires for versatile, fashion-forward athleisure dressing, straddling performance and style.
What’s the problem?
India has high population of youngsters in which there are many talented However they didn’t have enough financial support inorder to participate in the Olympics ex: pakisthan javelin thrower Nadeem got gold medal over Neeraj chopra .
Indian Squrd
Neeraj Chopra and Avinash Sable, Annu Rani, Tajinderpal Singh Toor, Priyanka Goswami, Muhammed Anas, Amoj Jacob and Subha Venkatesa
Three years on from the Tokyo Olympics, a lot has changed in Indian sport. An Indian is now a reigning Olympic and world champion in track and field, there is a full-strength shooting contingent, and there are major names missing out. But most importantly, there is tangible hope of a best-ever medal haul.
The Indian shooting contingent, who were one of the biggest misses of Tokyo 2020, has only four shooters from those Games – Manu Bhaker, Elavenil Valarivan, Anjum Moudgil, Aishwary Pratap Singh Tomar. Of them, the biggest spotlight will be on Manu Bhaker, who had struggled last time with a malfunctioning pistol and an ugly, widely publicised tiff with her coach. She has endured a rollercoaster Olympic cycle as well, gone back to working with Jaspal Rana, and has prevailed in the tough four-stage selection trials to represent India in three disciplines once again. Can she exorcise her Tokyo demons and do what no Indian woman has done before?