What’s new on the fashion sports market? July was rich in novelties

Once a month, we select sports market news to tell you about them in a piece. The fashion and sports industries never go on vacation, but the summer season is always rich in bright updates. This time we will tell you about some news that you should pay attention to in order to stay in the trend.

Wilson’s new premium collection

Wilson and tennis court are inseparable, but the new collection is so diverse that it can be worn off the court as well. The brand itself positions the pieces as the most premium capsule of tennis inspired sportswear.

All items in the collection are characterized by comfort and versatility – they can be combined with a basic closet or even with things in business style. Among the novelties are polo shirts, tracksuits, T-shirts, dresses for girls and jackets for men. All items in the collection can be purchased for under $100.

Pizza by FILA

The brand pays homage to New York City’s pizzerias and five boroughs with a sneaker collection in collaboration with Rubirosa Ristorante, Roberta’s, sLICe Astoria, Louie & Ernie’s and Lee’s Tavern. The establishments worked with the brand to create designs that reflect the personality of each restaurant.

The shoe designs include distinctive colorways, eye-catching prints, dual logos and custom branding. Each model has a city map on the back of the tongue, and they also come in a box that strongly resembles a pizza box.

“Rubber Summer.”

The rubber shoe trend has been joined by another – brands are now taking turns to release rubber bags. This not the most obvious material turned out to be incredibly practical and has already become a favorite of both designers and fashionistas, who are happy to wear them everywhere.

Crocs in partnership with Balenciaga, Gucci and Bottega Veneta, and now Lanvin have already introduced their version this season.

Don’t be afraid to combine rubber accessories with flying dresses or strict jackets – this contrast is very relevant this season.

Jane Fonda is back on the screens

H&M presented a new sports collection Move. The face of the advertising campaign was actress Jane Fonda, as well as star choreographer Jaquelle Knight. The brand’s new line is launched to remove barriers to fitness and “democratize sportswear” by making it more accessible.

“H&M Move is designed to get you moving, however you move. Run, bend, jump and breathe – from lightweight wigs to jogging tops, from reversible tracksuits to athletic shorts,” the creators said. The collection includes tracksuits, leggings and longsleeves made from sustainable materials.

In the ad campaign, 84-year-old Fonda, who revolutionized fitness 40 years ago, recreates some of her signature moves and also dances alongside Beyoncé.