INTRODUCTIONIn 2012 London will open it’s doors to the 27th

Summer Olympic Games and with them will come a country wide enthusiasm for all things

sport. This trend report will explore the effect the

event will have on fashion and technology within the sporting arena.

4 SPORTING COUTURE

14 PERFORMANCE TECHNOLOGY

22 DIVE IN

32 BEST FOOT FORWARD

SPORTINGSPORTINGCOUTURECOUTURE

SPORTINGCOUTURE

seamlessly links high -end designer

fashion to the world of sport. This trend will see

opposites attract when casual active wear meets

runway sophistication.

ROMANTIC SPORT combines feminine elegance with classic sporting activities, taking you from the tennis court to the croquet field in one stylish swooop.

With continuous collaborations be-tween fashion houses and sports brands its no wonder that the two worlds are influencing each other in such a big way. Sportswear is no longer solely about comfort, it’s look is equally im-portant, treadmills are becoming catwalks for the sexiest and best cut garments.

The clothing an athlete com-petes in can take a silver medal

performance and turn it gold. PERFORMANCE TECHNOLO-

GY explores the latest develop-ments in materials and fabrics

within the sporting industry.

WARP KNIT

Warp knit fabrics have no natural stretch – in-stead, the spandex mix ensures specific levels of elasticity and perfectly controlled compression. For a compression product this is superior to using circular knit which has natural stretch, making it hard to maintain the correct level of compression. Circular knit fabrics are also less durable and likely to run if snagged.

Compression technology has been designed to provide the correct level of surface pressure to specific parts of the body, enhancing circulation and getting vital oxygen to active muscles thus boosting power, speed and stamina.

70D/CK FABRIC

A theraputic rated fabric for greater pressure and recovery leading to faster muscle repair. Muscle containment can reduce soft tissue damage in contact and intense sports whilst reduced muscle vibration (linked to muscle fatigue) improves muscle endurance and strength.

DIVE IN goes beneath the surface to uncover upcoming trends within swim-wear and water-proof technology. From performance wear to under wa-ter gadgets DIVE IN explores all things submerged.

Speedo AQUABEAT holds upto 800 songs, can be sub-merged upto 3 meters and at 35g wont affect lap time.

BEST FOOT FORWARD explores the ever expanding performance footwear trend and runs into 2012 with the latest advancements in materials and design. Training shoes are no longer there to simply cushion your feet, they are expected to do so much more. New trends in intelligent footwear see; more bounce, less weight and improved toning.

The new Puma Faas range cover all bases with an amazing colour range and a brand new biomechanical design exclusive to the brand. The newly developed Bio-Ride technology is based on the theory that less is more. The shoe is stripped back to basics with simple design and light weight materials allowing the runner to increase speed and find their natural running rhythm.

Acu-Pressure Infused Training Shoes allow for moving air to create instability for the user which strengthens and tones leg muscles. The Acu-tone also utilizes massaging nodes that relieve muscular tension and increase blood flow.

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