Sportswear brands target women

Sportswear brands, conventionally marketed as masculine, are striving to tap into the womenswear market, armed with vivid colors and sleek design on top of women-only events.

They are seeking to ride on “athleisure” -- a combination of “athletic” and “leisure” – a fashion trend in which clothing is designed not just for athletic workouts but is also fashionable and can be worn on other occasions.

According to the Korea Research Institute or Fashion Industry’s report, women’s sportswear made up 26.9 percent of the entire market as of 2014 and this is expected to grow as more women are including sports in their daily lives.



Female ambassadors



Puma has appointed pop star Rihanna as their brand ambassador and creative director, rolling out running and yoga apparel that appeals to the younger generation.

Rihanna has helped the brand showcase its funky and neon-colored products, creating Puma fans along the way.

Rumor has it that the brand has also signed American model Kylie Jenner, who is also a TV personality famously on the reality series “Keeping up with the Kardashians.”

Another sports brand, Reebok Korea has signed on legendary Korean ballerina Kang Sue-jin for its women’s campaign that promotes the slogan, “Tough is Beautiful.”

The company is holding a “Tough Girls Only” class on March 6 at Dongdaemun Design Plaza. During the session, Kang will share her life story and conduct a fitness class for women to work out. Other celebrities, including comedian Lee Guk-ju, will also share their success stories as women.

“We find that Kang is a role model for young and healthy women,” said Chad Wittman, brand director at Reebok Korea. “We will create a lifestyle trend of a healthy body and spirit,” he added.

Meanwhile, Le Coq Sportif is endorsed by the fitness trainer Rebecca Louise, who is responsible for pop star Miley Cyrus’ abs. She has appeared in a 10-minute video demonstrating her workout regime, which is regarded as suitable for the physique of Korean, said the company.



Transformation



Many Koreans would associate Ellesse with 1990s backpacks and swimsuits.

However, the Italian sportswear brand is seeking to revive itself with the slogan “Add color to your game,” in collaboration with British firm Pentland Brand.

“We are diversifying our lineup to reach out to customers. Our main target customers are those between 25 and 35,” an Ellesse spokeswoman said.

Another brand that seeks to transform itself is Fila Korea, which has recruited master fashion designer Jung Ku-ho as its creative director and refurbished its products. Some of its outdoor products that have struggled in sales will be removed from its stores and it hopes to incorporate fashionable designs into its womenswear.

Sports brands are also rolling out products that cater just to women. For instance, Adidas has recently launched the Pure Boost X, a pair of running shoes for women, with “floating arch” soles and boosted cushioning.



Organizing exercise events 

Nike Korea announced that the company will hold the 2016 Seoul Nike Women’s Half Marathon on May 22. More than 5,000 female runners are expected to take part in this half marathon. The company plans to provide a 12-week training session leading up to the race. The company also runs the events Nike+ Run Club Race and Nike+ Training Club Tour to encourage women to work out regularly.

Adidas is also holding the MyRun event on April 17 in Busan. Participants are encouraged to run 10 kilometers. This year, Adidas has added a 7-kilometer route exclusively for female runners.

“More and more companies are targeting women in marketing and this year will be the peak of it. From training centers to shops for women and events through social media, more sportswear companies will reach out to women who are interested in staying fit and healthy,” a sports marketer said.

By Bae Ji-sook (baejisook@heraldcorp.com)