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sportsinsightmag.com In 1926, his son, Benny, had an idea for an all-cotton practice football jersey replacing the itchy wool uniforms worn at that time. Production of the iconic sweatshirt began at Russell Athletic mills in 1930. Fast-forward to today, the notion of the sweatshirt is the same – "a good sweatshirt, simple in design and core in color, will remain in any closet as a basic go-to for many outt pairings," com- ments Russell Athletic marketing manager Beth Adams. anks to the comfort trend, consumers have upped the need for multiple sweatshirts in a wardrobe. Athleisure has also played a part in boosting demand, with sweatshirts becoming "more acceptable to wear on a regular basis," explains Adams. Russell Athletic is celebrating its roots with a heritage collection, boasting men's and women's Frank Crew Sweatshirts with a relaxed t, so eece lining and athletic detailing. The King Recognizing that consumers today are look- ing for a variety of sweatshirt options, whether for work or play, Champion (aka "e King of Sweatshirts," as the rm has been touted) oers a so, soda-washed French terry fabric in its Sideline Pullover Hood, garment dye variety in its Vintage Dye Fleece Pullover Hood and a heavyweight nine-ounce eece fabrication in the Graphic Powerblend Fleece Pullover Hood. Champion pioneered the hoodie in 1930 in Rochester, NY. e Reverse Weave was conceived in the 1930s as the rst engineered athletic sweatshirt developed for athletes, addressing issues with t, durability and cost facing other brands at the time. e inventor, Champion Salesman Samuel Friedland, had the idea of turning the fabric grain 90 degrees to eliminate vertical shrinkage. e new Reverse Weave Yarn Dye Rib Trim Crew (helping cel- ebrate Chamipon's 100th birthday this year) is a modernized version of the original 1938 Reverse Weave Crew. "ere is nostalgia for authentic, quality and trustworthy American brands. By bringing archived products back into the market and reinterpreting them through a modern lens, we're able to recapture those nostalgic memories and reinvent them for future generations," says Erika Hano, director of merchandising for Champion. The Cult Favorite anks to its stellar quality and favorable pricing, Soe has a loyal following for its "cult favorite" eece, according to Jessica Baggett, VP of marketing for MJ Soe & Intensity. Classics drive demand, including the Soe brand team's favorite 50/50 cotton/polyester versions craed in the 1980s. "We love our 'v' patch on the classic crew neck. It doesn't get more original than that!" she comments. Shoppers in the marketplace are searching for authenticity, while also wanting the ability to make it their own. Soe's new female fit styles feature a lighter weight eece so junior consumers have something just for her – a tailored boyfriend t. e rm also recently introduced a cotton rich, heavy, USA-made hoodie called the Hero Fleece with a "no retreat" ag on the arm signifying the brand's military heritage — Soe was founded in 1946 as a distributer to military exchanges and college bookstores. "Sweatshirts are comfortable, but they are also a statement piece – a way to say 'this is me' – and even a way to not follow trends and must-haves," she notes. n Sports Insight March/April 2019 • 11 TRENDS Reebok Training Twill Cowl Neck Soffe Crewneck Sweatshirt Russell Athletic Relaxed Frank Crew Sweatshirt Reebok Training Supply Cowl Neck Top