Stella McCartney arrived and shook sports style forever with her collaboration with Adidas. You can do sports. And sweat a lot, of course. But always with comfort, safety and style. Respect (self-respect) towards each person’s possibilities has become, together with increasingly technical clothing and footwear, the essential ally in the sport that currently sets the trend: which is understood as a space for liberation and improvement. staff where each one looks after your well-being.
Going without haste and with the necessary breaks for the personalized challenges adapted to the personality and needs of each one. That’s the idea. That’s the goal. When people feel better (and that’s not just a matter of going for the lightest, most breathable and ergonomic fabrics and shoes, but also of style) they perform better.
That is the basis of the science of feel, or the science of feeling, which is imposed and which is the innovation philosophy of Lululemon, the Canadian firm born in 1998 for the practice of yoga, which today is a benchmark in any other sport. for its innovation in cloths and functional designs.
Your creation process always begins by asking yourself what activity the client is doing and continues with two more questions: how do you want to feel? What do you need? And with the responses of clients and ambassadors, it builds “products to solve unmet needs and unlock new sensory experiences,” say its design team, which investigates to satisfy all types of bodies and genders.
Every difference is taken care of, dressed and worn, just as happens with Normal, one of the most desired running brands of the moment, which arrives with the support of Camper (which has also just surprised with its completely recyclable and disassembly Roku shoe) and Kilian Jornet.
NNormal’s very special products, designed in Mallorca and tested in Norway, combine authenticity, functionality and respect for nature. It is, therefore, a high-performance and eco-friendly brand that is quickly gaining a foothold among already veteran brands such as On Running, the brand of shoes with high and hollow heels worn by Roger Federer and versioned by Loewe, but which the former athlete invented. Olivier Bernhard. Surely in the already close Olympic Games. from Paris are going to get tired of getting to the top of the podium.