A Spotlight on Sportswear--

 By Diana  Rohini La Vigne

Sporty Celebrities

Since the first official Boston Marathon, originally called the American Marathon, in 1897, fashion has been a part of sports. But it was sports figures like basketball legend Michael Jordan, with a larger than life appeal, and the determined, hot, top golfer Tiger Woods, who changed the world of sports marketing, fashion, and design. Celebrity sports figures are key elements to launching any new sportswear line. High profiles are yielding high returns.

Michael Jordan offers fans his new line of sneakers, Air Jordan. Commercials imply instant improvement in basketball skill once the sneakers are purchased, as you will have the ability to match Jordan’s amazing suspension in mid-air trick. Tiger Woods signed on with NIKE before going pro. He was noticed at the amateur level after winning the renowned College Amateur Championship three times. Marketing executives at NIKE headquarters know that accomplished sports players can mean incredible sales.

The Boston Marathon is itself sponsored by Addidas, who offer one of the largest selections of running shoes. Distance, Sprint, and relays footwear is made by Addidas, a leading competitor of sportswear giant, NIKE.

Fit for Fitness

Massachusetts is not Palm Beach. Not everyone here is overly concerned with every inch on their body because their attire is not basically a tiny bathing suit the size of a washcloth, but we still care about what we look like. Sports in warm climates bring out competitors in skimpy outfits that leave little to the imagination - while using our sportswear to complement our body type is essential in the Boston area.

Be careful when selecting your sportswear as sizing can be dramatically different depending on the designer and retail shop. While a size medium may be perfect for you in one store, it may have you gasping for air due to its tightness at another shop. Try it on! Just because sportswear more frequently comes marked as S, M, L, and XL, do not assume a trip to the fitting room isn’t necessary. It is more so!

Sportswear designers are becoming more in-tune with consumer needs by offering a wider array of fabrics, colors, and sizes. This helps you to show off their merchandise in the most flattering way for your body type and style. Gone are the days of few selections.

Put On Your Thinking Shoes?

Sportswear includes your footwear too. Don’t forget how important it is to have properly fitting footgear. Most importantly, never under-estimate the power of your shoes - some are capable of thinking. Vectrasense Corporation has created a sneaker with an embedded chip. This chip regulates the fluid in an area underneath the balls and arch of your foot as your workout becomes more intense. The pressure sensors detect the pressure and adjust accordingly for the stressed areas. This creates a much softer sole for only $149 a pair! Inventor Ronald S. Demon’s sneakers can be found on his website at www.vectrasense.com as well as in stores across the nation.

In The End

Sportswear is a slave to fashion but with a strong sense of function in mind. Celebrities, technology, and marketing play a larger role than one might expect. Sportswear is about function, more than form. Select fabrics that will survive drowning in sweat, select colors that may provide additional safety after dark, and styles that move with you. And only then can you move on to improve your game!