Ocak ay\u0131n\u0131 da bitirince, art\u0131k yeni sene dileklerimi uygulamaya koyman\u0131n vaktidir diye d\u00fc\u015f\u00fcn\u00fcp harekete ge\u00e7tim. Dilek listemde baz\u0131 yenilikler var tabi… Ancak kendime daha iyi bakmak, daha \u00e7ok spor yapmak, daha sa\u011fl\u0131kl\u0131 beslenmek her zaman baki. Kendimi spor i\u00e7in motive etmenin en iyi yolu al\u0131\u015fveri\u015ften ge\u00e7ti\u011fi i\u00e7in, bir ka\u00e7 yeni spor k\u0131yafeti almaya \u00e7\u0131kt\u0131m. Ve her zaman Nike veya Adidas\u2019a u\u011frayan ben,<\/p>\n
![\"StellaSport\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/02\/StellaSport-300x200.jpg\")
bu defa H&M ve GAP\u2019te tak\u0131l\u0131 kal\u0131nca daha iyi anlad\u0131m. Moda ve Spor d\u00fcnyas\u0131n\u0131n yollar\u0131 iyiden iyiye kesi\u015fti. Aralar\u0131ndaki a\u015fk k\u0131z\u0131\u015ft\u0131. Bu a\u015fktan beslenen \u201caktif giyim\u201d pazar\u0131 ise, hem arz, hem de talep a\u00e7\u0131s\u0131ndan belki de 2015\u2019in en cazip giyim alan\u0131.<\/p>\n
Spor- Moda Yak\u0131nla\u015fmas\u0131n\u0131 Tetikleyenler<\/span><\/p>\n Ara\u015ft\u0131rma \u015firketi NPD\u2019ye g\u00f6re aktif giyim, Amerika\u2019daki total giyim pazar\u0131na k\u0131yasla 4 kat daha h\u0131zl\u0131 b\u00fcy\u00fcme g\u00f6steriyor. \u00dcstelik bu ilerleme, aktif giyimi olu\u015fturan t\u00fcm \u00fcr\u00fcnlerde birden ya\u015fan\u0131yor. Yani taytlar, t-shirt\u2019ler, spora uygun i\u00e7 \u00e7ama\u015f\u0131rlar\u0131, \u00e7oraplar ve tabi ki spor ayakkab\u0131lar\u0131n\u0131n sat\u0131\u015f\u0131 y\u00fckseli\u015fte. Yine Amerika\u2019da, \u015fu anda $33.7milyar b\u00fcy\u00fckl\u00fc\u011fe ula\u015fan aktif giyim pazar\u0131 (\u00e7o\u011funlu\u011funu bayan aktif giyim \u00fcr\u00fcnleri olu\u015fturuyor), 2012-2014 aras\u0131nda, her sene %7 ila %10 aras\u0131nda b\u00fcy\u00fcme g\u00f6stermi\u015f. Aktif giyimin t\u00fcm giyim sekt\u00f6r\u00fc i\u00e7indeki pay\u0131 ise %16. Bu h\u0131zl\u0131 ilerlemenin sebeplerinden biri \u015f\u00fcphesiz, d\u00fcnyada sa\u011fl\u0131kl\u0131 ya\u015fama duyulan ilgi. Sa\u011fl\u0131kl\u0131 ya Di\u011fer yandan, yoga, pilates gibi pop\u00fcler sporlar, kendi giyim tarzlar\u0131n\u0131 trend haline getirdi ve g\u00fcnl\u00fck ya\u015fam\u0131n i\u00e7ine soktu. Bug\u00fcn, bir s\u00fcpermarketin sebze reyonunda, yoga tayt\u0131 ve spor ayakkab\u0131lar\u0131n\u0131 Louis Vuitton \u00e7antas\u0131yla kombinlemi\u015f bir bayan g\u00f6rmek art\u0131k \u00e7ok al\u0131\u015f\u0131ld\u0131k Ocak ay\u0131nda sat\u0131n ald\u0131\u011f\u0131m bir moda dergisinde, spor yaparken giyilen bir k\u0131yafetin, birka\u00e7 aksesuar eklemesi ve ufak de\u011fi\u015fiklik yaparak, nas\u0131l spor sonras\u0131nda da kullan\u0131labilece\u011fine dair t\u00fcyolar yer al\u0131yordu. Sadece bu \u00f6rnek bile sporun g\u00fcnl\u00fck hayata ne denli s\u0131zd\u0131\u011f\u0131n\u0131 a\u00e7\u0131klamak i\u00e7in yeterli. Spor Markalar\u0131 Tasar\u0131ma ve Pazarlamaya Odakland\u0131<\/span><\/p>\n \u0130\u015fte bu sebeplerden dolay\u0131 moda ve spor markalar\u0131 her zamankinden \u00e7ok birbirinin alan\u0131na el uzat\u0131r durumda. Genelde kuma\u015f\u0131n\u0131n fonksiyonelli\u011fi veya tasar\u0131m\u0131n\u0131n rahatl\u0131\u011f\u0131 gibi detaylarla \u00f6ne \u00e7\u0131kmalar\u0131na al\u0131\u015ft\u0131\u011f\u0131m\u0131z spor Moda-Spor ili\u015fkisini farkl\u0131 \u015fekilde yorumlayan spor markalar\u0131 da yok de\u011fil. Bizler spor markalar\u0131n\u0131n reklamlar\u0131nda atletleri g\u00f6rmeye al\u0131\u015fm\u0131\u015fken, Under Armour ge\u00e7ti\u011fimiz sene Gisele Bundchen ile markas\u0131n\u0131n y\u00fcz\u00fc olmas\u0131 i\u00e7in anla\u015ft\u0131. Pasta Geni\u015fledik\u00e7e Bir\u00e7ok G\u00fcndelik Marka Spora Giri\u015f Yapt\u0131<\/span><\/p>\n Aktif giyimdeki f\u0131rsat\u0131 g\u00f6ren bir\u00e7ok \u201cmass\u201d marka ise reyonlar\u0131nda spor \u00fcr\u00fcnlerine yer a\u00e7mak i\u00e7in gecikmedi. GAP sezonun hit renklerinden olu\u015fturdu\u011fu spor koleksiyonunu bayanlar\u0131n be\u011fenisine sundu. Sokak modas\u0131na y\u00f6n veren H&M, 2014 ba\u015f\u0131nda sat\u0131\u015fa \u00e7\u0131kartt\u0131\u011f\u0131 aktif giyim koleksiyonunu olu\u015fturmadan \u00f6nce \u0130sve\u00e7li Olimpiyat sporcular\u0131 ile g\u00f6r\u00fc\u015fmeler yapt\u0131. Koleksiyonun tasar\u0131m\u0131 kadar performans\u0131n\u0131 da \u00f6nemsedi\u011fini takip\u00e7ilerine g\u00f6sterdi.<\/p>\n Victoria\u2019s Secret birka\u00e7 senedir PINK isimli alt markas\u0131nda spor k\u0131yafetlerini sevenleriyle bulu\u015fturuyor. Koton bayanlara \u00f6zel aktif giyim koleksiyonunu sat\u0131\u015fa sundu. Zara\u2019n\u0131n alt markas\u0131 Oysho\u2019da bulunan spor giyim k\u0131sm\u0131 gitgide ma\u011fazan\u0131n i\u00e7ine yay\u0131l\u0131yor. Marks&Spencer ise bu sene ba\u015f\u0131nda, ilk bayan aktif giyim koleksiyonunu reyonlar\u0131na ta\u015f\u0131d\u0131. Bu kadar giri\u015fin olmas\u0131na ra\u011fmen, otoritelere g\u00f6re aktif giyim pazar\u0131nda yeni oyunculara hala yer var.<\/p>\n L\u00fcks T\u00fcketim Markalar\u0131 da \u0130\u015fin \u0130\u00e7inde<\/span><\/p>\n Moda ile sporun a\u015fk\u0131 bu geli\u015fmelerle s\u0131n\u0131rl\u0131 kal\u0131yor sanmay\u0131n. Spor giyimin g\u00fcnl\u00fck ya\u015fam\u0131n bir par\u00e7as\u0131 haline gelmesi, \u201cAth-leisure\u201d olarak adland\u0131r\u0131lan ak\u0131m\u0131 do\u011furdu. Ve her ak\u0131mda oldu\u011fu gibi, l\u00fcks moda evleri bunu da sahiplendi. Ge\u00e7ti\u011fimiz sezon, Chanel modellerinin spor ayakkab\u0131lar ile podyumda sal\u0131n\u0131\u015f\u0131n\u0131 hep beraber izledik. Dior\u2019un \u00fczeri ta\u015fl\u0131 otantik spor ayakkab\u0131s\u0131 Beverly Hills\u2019teki vitrinin en g\u00fczel k\u00f6\u015fesini s\u00fcsl\u00fcyor. Tory Burch bu sene ilk aktif giyim koleksiyonunu haz\u0131rlayaca\u011f\u0131n\u0131 a\u00e7\u0131klad\u0131. Y\u00fcksek \u00f6k\u00e7elerine al\u0131\u015ft\u0131\u011f\u0131m\u0131z Jimmy Choo, spor ayakkab\u0131lar\u0131 tasar\u0131m\u0131yla kar\u015f\u0131m\u0131za \u00e7\u0131karken, ge\u00e7ti\u011fimiz sezon Kenzo\u2019nun bask\u0131l\u0131 sweatshirt\u2019leri yok satt\u0131! Modan\u0131n internetteki adresi, Net-a-porter.com ise, sadece spor \u00fcr\u00fcnlerin sat\u0131ld\u0131\u011f\u0131 \u00f6zel bir departman a\u00e7t\u0131.<\/p>\n![\"paltrow-jogging\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/02\/paltrow-jogging.jpg\")
\u015fam te\u015fvik edildik\u00e7e, spora duyulan talep de paralel olarak art\u0131\u015f g\u00f6steriyor. Ancak spor yapma iste\u011finin art\u0131\u015f\u0131, \u201cEvdeki eski t-shirt ve e\u015fofman alt\u0131n\u0131 \u00fcst\u00fcme ge\u00e7irir \u00e7\u0131kar\u0131m\u201d mant\u0131\u011f\u0131n\u0131 hala ge\u00e7erli k\u0131l\u0131yor sanmay\u0131n. O devir \u00e7oktan kapand\u0131. Art\u0131k spor yaparken de ho\u015f ve \u2018trendy\u2019 g\u00f6r\u00fcnme zaman\u0131!
\nG\u00fcn\u00fcm\u00fczde spor \u00e7o\u011funlukla kom\u00fcn olarak yap\u0131l\u0131yor. Yoga st\u00fcdyosu, Pilates st\u00fcdyosu, Crossfit ve spor salonu\u2026 Bu durum, spor yaparken sosyalle\u015fmeyi do\u011furuyor. Ve her sosyal ortam\u0131n getirdi\u011fi gibi, ho\u015f g\u00f6r\u00fcnme iste\u011fimiz tetikleniyor. Hatta tek ba\u015f\u0131m\u0131za y\u00fcr\u00fcy\u00fc\u015fe \u00e7\u0131k\u0131yor olsak bile durum ayn\u0131. G\u00fcn\u00fcn sonunda kocaman bir toplulu\u011fun aras\u0131nda y\u00fcr\u00fcm\u00fcyor muyuz?<\/p>\n![\"ath-leisure1\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/02\/ath-leisure1.jpg\")
<\/a>bir sahne. Spor k\u0131yafetlerin g\u00fcnl\u00fck hayatta kabul g\u00f6rmesi asl\u0131nda birka\u00e7 sene \u00f6ncesine dayan\u0131yor. Bu \u00fcr\u00fcnler \u00f6nce konfor ve fonksiyonelliklerinden dolay\u0131 spor salonlar\u0131ndan d\u0131\u015far\u0131ya ad\u0131m att\u0131lar. Sonras\u0131 ise iplik s\u00f6k\u00fc\u011f\u00fc gibi geldi… Bu i\u015fi ba\u015flatan markalardan biri ise \u015f\u00fcphesiz Kanadal\u0131 Lululemon. Cirosunu katlayarak ilerleten Lululemon, bir fenomene d\u00f6n\u00fc\u015fmesini sadece spor yaparken de\u011fil, spor sonras\u0131nda da tercih edilen stil sahibi \u00fcr\u00fcnlerine bor\u00e7lu. Restoranlarda, al\u0131\u015fveri\u015fte veya sokakta y\u00fcr\u00fcrken dikkat edin. Ne kadar spor giyimli ki\u015finin (\u00f6zellikle bayanlar\u0131n) etrafta oldu\u011funa \u015fa\u015f\u0131racaks\u0131n\u0131z. \u00d6rne\u011fin, jean\u2019ler yerini s\u0131kl\u0131kla taytlara b\u0131rak\u0131r oldu.Spor ayakkab\u0131lar her tarz k\u0131yafetin tamamlay\u0131c\u0131s\u0131. Bu ak\u0131m \u00f6zellikle, b\u00fct\u00fcn g\u00fcn \u00e7ocu\u011funun pe\u015finde ve dolay\u0131s\u0131yla her an harekete haz\u0131r olan annelerin tercihi. Hatta art\u0131k baz\u0131 i\u015f yerleri bile spor giyime kap\u0131lar\u0131n\u0131 aralamaya ba\u015flad\u0131.<\/p>\n<\/p>\n<\/a>markalar\u0131, moda tasar\u0131mc\u0131lar\u0131yla ard\u0131 arkas\u0131 kesilmeyen i\u015fbirliklerine soyunuyor. Stella McCartney\u2019nin 2004\u2019ten beri Adidas i\u00e7in tasarlad\u0131\u011f\u0131 \u00f6zel koleksiyonlar, John Varvatos\u2019un Converse ile bir araya geli\u015fi, Comme Des Gar\u00e7ons\u2019un kurucusu Rei Kawakubo ile Speedo\u2019nun i\u015fbirli\u011fi, Nike\u2019\u0131n Brezilyal\u0131 tasar\u0131mc\u0131 Pedro Louren\u00e7o\u2019ya haz\u0131rlatt\u0131\u011f\u0131 training koleksiyonu gibi… Art\u0131k spor markalar\u0131 rekabet edebilmek ad\u0131na rafa yerle\u015ftirdikleri k\u0131yafetin fonksiyonu kadar g\u00f6r\u00fcnt\u00fcs\u00fcn\u00fcn de ne denli \u00f6nemli oldu\u011funun fark\u0131nda. Tasar\u0131mc\u0131lar ise bu i\u015fbirliklerine, ald\u0131klar\u0131 y\u00fckl\u00fc paralar kadar, yeni m\u00fc\u015fteri kitlelerine ula\u015fabilmek i\u00e7in giriyor.<\/p>\n<\/a>Benzer \u015fekilde, Heidi Klum birka\u00e7 sezon \u00fcst \u00fcste New Balance i\u00e7in kaps\u00fcl koleksiyon haz\u0131rlad\u0131 ve bu koleksiyonun tan\u0131t\u0131m\u0131n\u0131 \u00fcstlendi. \u015eimdilerde Rihanna Puma\u2019n\u0131n yeni kreatif direkt\u00f6rl\u00fc\u011f\u00fcne soyundu. Nike ise, ilk 1987\u2019de \u00fcretti\u011fi Airmax \u00fcr\u00fcn\u00fcn\u00fc ge\u00e7ti\u011fimiz y\u0131l yeniden tasarlay\u0131p spor d\u0131\u015f\u0131nda da giyilmek \u00fczere pazarlad\u0131. \u0130ngiliz Asos.com, bu hamleden sonra sitesindeki Nike sat\u0131\u015flar\u0131n\u0131n %320 artt\u0131\u011f\u0131n\u0131 a\u00e7\u0131klad\u0131\u011f\u0131na g\u00f6re, Nike iyi bir i\u015f \u00e7\u0131kartm\u0131\u015f olmal\u0131!<\/p>\n<\/a><\/a><\/a>