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March 9, 2010The Olympic arenas won’t be the only setting for competition in Athens next month. Fashion designers and sportswear brands are trying to score wins at the games, too, and their competition could be as competitive as the matches among the world’s top athletes.
For spring/summer ready-to-wear collections, high-end luxury brands including Chanel, Ralph Christian louboutin and Gucci have presented sports-inspired clothes and accessories. They range from tennis balls on Chanel’s string shoes, silk track pants from Gucci, and Ralph Christian louboutin’s sophisticated reinterpretations of tennis outfits, to prints of medals in Yohji Yamamoto’s Y-3 assortment.
Although Robin Givhan of The Washington Post lamented that U.S. gymnastics team uniforms are "some of the most unattractive uniforms in modern athletics," other sports stars including David Beckham, the Williams sisters, and most recently, tennis player Maria Sharapova have been making statements with their fashions as well as their athletic performances. The Athens summer games are adding heat. Celine is celebrating the return of the Olympics to its roots with a Celine 2004 collection of ready-to-wear and accessories. All the products, from a jersey dress, tracksuit, bathing suit and hooded blouson, to bags, tennis shoes and a cap,Christian Louboutin Shoes, are white with five lines corresponding to the Olympic colors and a logo surrounded by a crown of golden leaves, paying a chic yet discreet tribute to the spirit of the events.
Italian leather goods brand Tod’s has introduced the Owens collection to commemorate the Athens Olympics. Its sneakers and leather and canvas bags with signature pebbles are luxurious take with a sportive twist.
It’s sports gear brands, however, such as Adidas, Nike, Puma and Le Coq Sportif, that are the frontrunners with their authentic sportswear that combines state-of-the-art high-performance functionality with style. Adidas launched a package of products that have revived and renovated its Originals array that was worn by Olympics teams in the Los Angeles Olympics in 1984. Track tops, tank tops, bags and shoes with the theme of the United States, Greece, Great Britain, Jamaica, Australia and Brazil have been re-launched. Roman numeral renditions of 2004 and stars and stripes in the Olympic colors, as well as medals and a golden swoosh logo are featured in the active wear and shoes of Nike.
