Evolution of Sports Apparel

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Marketing Evolution of Sports Apparel Sports apparel can be defined as clothing that is suitable for athletic activities. Conventionally, athletic clothing was typically a male purchase. This is owed to the fact that the traditional culture did not expect women to take part in sporting activities. A woman’s place was at home taking care of the household. With time, this notion was done away with as women became educated and women’s sports became one of the most notable forces in the social evolution. They began to take part in sporting activities, which led to increased purchase of sports apparel by both sexes. This paper will examine the evolution of athletic apparel, the relevant cultural changes contributing to the evolution, and how the marketing of sports apparel has changed over the years.. Organized women’s sports started during the Victorian era, between 1840 and 1901. This period was marked by higher educational opportunities for women and a rise in the number of women in the workforce. Moreover, many began gaining access to advances in technology. This implies that they took part in the modernization process. The change had a great impact on participation in different sports. However, constraints of women’s fashion, physiology and social expectations inhibited their participation in sports. This meant that only a few of them chose to take part in sports and hence rarely purchased sports clothing. Men on the other hand had limited cultural constraints and limitations, meaning that they actively participated in sports and frequently purchased sports apparel (Gems & Borish, 2008). In the nineteenth century, athletic clothing was known to be a product line that aimed at unique and small markets, particularly males. The few women who took part in sports had some form of special clothing that was made in accordance to cultural
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