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The impact of Millennial and Gen Z sports habits on sportswear brands

In recent years, sportswear has got into fashion, thanks to experience-loving Millennials and Gen Zers, who value multi-purpose design and pleasure over performance.

This style is called «athleisure». It is a neologism that combines two concepts: «athletic» and «leisure». Thus, athleisure clothing combines casual and sporty styles and focuses on comfort, mobility, and functionality. The worldwide lockdown has equally contributed to the development of athleisure style as millions around the world have had to spend time inside.

Millennials and Gen Zers appear to be real sports fans and active players. According to a recent survey, Millennials in the USA spend more money on fitness than college tuition. The variety of sports meets their needs and demands. Not everyone is a top athlete but working out remains a priority for them. While skateboarding once captivated Millennials, their younger brothers prefer alternative sports inspired by the same riding challenge, but much closer to BMX: scooter. Moreover, the next Olympic Games in Paris 2024 are expected to have four new sports: surfing, climbing, breakdancing, skateboarding in order to attract a younger audience. As a result, famous sportswear brands have teamed up with luxurious ones to design trendy trainers. The most popular collaborations are Adidas and Gucci, Nike and Dior.

The engagement of young people in e-sports also has an influence on the fashion industry. Thus, the number of fashion brands and e-sports collaborations has boomed recently. Gucci created designs for Nintendo’s hit game «Animal Crossing». Burberry released its own game called «B Surf» to promote its summer collection.

The ability to analyze new consumer behaviour and predict trends is critical for success in the fashion industry.

Based on the text written by Victor Gosselin https://www.heuritech.com/articles/industry-analysis/sportswear-brands-about-millennial-habits/

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