The Collusion of Fashion and Sports: Hummer's Dynamic Lifestyle

If Michael Phelps, who was wearing the fourth generation 'Sharkskin' to take off eight gold medals is Superman in the water, then the superman title on the ground must be worn by Jamaican track and field athletes and the men of this Olympic Games. The winner of Usain Bolt's head. With the phrase “Impossible!!” yelled by the TV narrator, Bolt easily rushed past the 100m finish line, and the action of both fists striking the front of the chest almost became the highest replay rate of the world’s major TV stations. Except for the expression of arrogance and arrogance on his face, the golden sneakers on his feet were also zoomed in by the camera. Hundreds of millions saw it clearly. Now, the sneakers that are produced using these shoes as templates have been placed on the shelves of PUMA stores. It's not difficult to see from the number of buy-in posts on Baidu Post Bar that this sporting shoe is likely to surpass Yao Ming’s pair of Adidas and the Nike who hurriedly appeared at the 110-meter hurdles preliminaries.

“Sponsoring the Jamaican track and field team is not just for the sport value they showed at the moment of the dashing. You also saw that Bolt was dancing after winning. It was an attitude of life. Jamaicans are born. There are talents in music, dance, etc. For them, these are not only art but also a way of life. The essence of PUMA is Sports - Lifestyle." Joerg Zobel clearly put stress on the last word.

What is the difference between sports and sports lifestyle? The American Tom Van der Bildt gave his answer in his The Sneaker Book (1998): "After statistics, about 80% of sneaker wearers do not wear them to participate in any sports activities." We wear Sports shoes to go to work, to drink, to watch the band performance; we treat them as a collection of baby; a pair of limited edition sports shoes decades ago was even seen as a symbol of status... Sports shoes appeared on the street There are far more frequencies than gyms, so for most people, exercise is not part of our lives. Wearing sports shoes is just a style of dress, and so is sportswear.

"There are only two selling points for sports products - one is technology and the other is design." Zeit said, "The trajectory of the development of sports shoes is basically in both directions. Previously, compared to the appearance of the design, sports brands are more Look at the development of re-functions, which is the pursuit of new technologies.About 20 years ago, major brands realized that it was necessary to improve the importance of design.Different brands showed different styles in these two aspects. The focus is different."

It is not difficult to see from the technical terms that the product introduction is full of, Nike regards the high-tech content as its own fundamental. "This shoe has a built-in palm air cushion technology, and it has excellent cushioning performance; the setting of the forefoot concentric circle completely fits the arch of the foot and has a strong gripping ability" - a typical Nike style "using technology to speak." However, many people just wear sports shoes to go to supermarkets on the weekends. Of course, if someone has a special liking for the things on the top shelf, it is another matter. TomVanderbilt once said: "Sports shoes are like the relationship between SUVs (Sports Utility Vehicles) and ordinary cars for other shoes: There are still a lot of functions that are not available at all. We need less than we expect."

Compared with Nike, Adidas and Hummer are obviously more interested in the "Fashion" label. By working with designers such as Yohji Yamamoto and Stella McCartney, Adidas launched its own two high-end product lines; the Hummer, which was once started with sneakers for Pele, was founded in 15th. Years ago, it broke the line with the professional sports brand and announced that he was the sports lifestyle "Sports - Lifestyle" brand.

It is said that in order to make the brand positioning of Hummer clearly visible, Zeit created the word "Sports - Lifestyle". The extra life style distinguishes Hummer from other competitors, and Zeit thinks that to be a style, the importance of design is self-evident.

Since 1990, designers such as Jilsander, Alexander McQueen, Neil Bar-rett, and Philippe Star-ck have all Hummer cross-border cooperation. At the Paris Fashion Week in March this year, Zeit announced that Hussein Chalayan became the new creative director of Hummer, responsible for PUMASport Fashion Collections and the design of shoes, apparel and accessories worldwide. Fashion designers are the creative directors of sports brands. This is the first time in the sports brand world.