sportstyle

sportstylemag.com • sportstyle May/June 2022 • 59 e dialog around performance is changing. Lines of communi- cation are blurring, visual is the new verbal and digital is today's universal language. While many factors are contributing to this shi in how we talk about func- tional textiles, what remains steady is our desire for, and an expecta- tion of, performance. Market research confirms that active outdoorists are dialed in when it comes to understanding the important role performance textiles play in enhancing work- outs, be that hiking, recreational cycling or weekly yoga class. However, today's audience is tuned to a different frequency. Words used to depict per- formance in the past included "high-tech" and "hard-core," along with phrases such as "rugged weather-proofness" and "ex- treme protection," terminology primarily directed at elite athletes adventuring outdoors no matter what Mother Nature had in mind. at style of messaging no longer speaks loudly to a majority of those venturing out in 2022. According to e NPD Group, the outdoor specialty market gen- erated $7.6 billion in U.S. retail sales in the 12 months ending November 2021, an increase of 13 percent over the prior year, and is now sitting at $27 billion in sales. What's noteworthy is that most of this growing market consists of novice and backyard (not elite) outdoor participants. Further, NPD identifies "purpose" as an important market driver, stating, "consumers want to know what brands are passionate about and how it might align with their purpose." Based on interviews with 10 textile suppliers, craing a com- pelling performance story that resonates with a values-driven, lifestyle-oriented, entry-level outdoor sector, is challenging, to say the least. Whether it's a big pivot or a small refresh, companies across the board recognize that constantly evolving and refining their messaging is the best way forward. Execs from brrr, eVent fab- rics, Green eme Technologies (GTT), HDry, NexTex, Polartec, Polygiene, Thermore, 37.5 Technology and Allied Feather & Down all weighed in on the performance conversation, citing opportunities as well as obstacles. Here's what they're saying: Telling a Performance Story When suppliers describe narratives around functional performance, three key themes emerge — Comfort, Durability and Sustainability. Each element can be expressed in slightly dif- ferent ways, be it "quick dry" and "cooling," "made to last" and "permanent," or "less waste" and "nature-inspired.'' But any way you say it, the characteristics of com- fort, durability and sustainability are foundational in performance storytelling. Comfort has become the uni- versal language of functionality. David Karstad, Polartec VP of marketing and creative director, explains, "Our fabrics are part expert level equipment and part entry-level, cozy accessory. is is because one need not be an expert to appreciate comfortable garments. In fact, it's comfortable garments that provide a tangible welcome to new participants." So, too, the desire for textile durability. "The need for high performance rain protection is the same whether you're a day hiker or multi-night backpacker. But performance must also mean long term durability," explains Martin Flora, VP business development with Green eme Technologies. "If waterproofing eliminates PFCs but doesn't work or last, then that's clearly a waste of water, energy and ultimately consumer's money." Thermore's messaging has a similar narrative. "e end user is changing their shopping habits and are increasingly aware of what they are wearing; respecting not only themselves but also their MESSAGE RECEIVED WHAT WE SAY WHEN WE TALK PERFORMANCE IN 2022 BY EMILY WALZER PERFORMANCE TODAY

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