The Fastest* Fashion: How Athletics Is Getting ‘Aesthetic’
For a long time, athletics has suffered with what I call a ‘Coolness Crisis’. Events are still awash with technical tracksuits and more often than not, old men officiating from the comfort of a camping chair.
There was a brief reprieve when Usain Bolt became the face of the sport but since bowing out in 2017, we have lost the magic of his golden spikes and lightening bolt celebration that garnered the attention of even the most casual fan.
However, it seems that the tide is turning as athletes have taken matters into their own hands in an attempt to make the sport more desirable. Seemingly led by sprinter Noah Lyles, we’re now seeing arrivals at track meets become a runway for athletes to exhibit their personalities and styles.
Noah Lyles arriving at the N.Y.C. Grand Prix - New York Times
Last weekend’s Diamond League Finals at the Prefontaine Classic in Eugene, Oregon saw Nike join the hype by supplying their multi-faceted athletes with some of their latest apparel to be exhibited on a branded runway. Among the stars were Jacob Ingerbrigtsen, Keely Hodgkinson, Athing Mu and Yuilimar Rojas who each created a unique look as they arrived. Of this initiative, Nike stated;
Nike was founded in Eugene, Oregon on the commitment to listen to the voice of the athlete. That legacy continues today by serving the holistic needs of all runners, on and off the track.
Nike aren’t the first brand to inject a bit of glamour into the sport. On’s self-professed ‘rebel outlaw’ track nights around Europe and the US has sought to bring excitement and entertainment through music, pyrotechnics and food, creating a festival-like atmosphere. Not to mention a closeness to the athletes fans can get unlike any other running event.
With the Olympic and Paralympic Games fast approaching in one of the fashion epicentres of the world, we can only hope more athletes and brands collaborate to bring attention to the sport with cultural relevance through fashion, music and entertainment. It’s what we’ve been crying out for!
