Sportswear innovations get TIME magazine’s seal of approval
19/11/2018
To assemble the list, the US weekly publication issues a call for nominations from its editors and correspondents around the world. It then evaluates the contenders based on key factors, including originality, creativity, influence, ambition and effectiveness.
The ‘Top 50’ includes the SweetFoam material that sustainable footwear brand Allbirds unveiled earlier this year. It is an EVA resin derived from the discarded parts of sugarcane. The brand has initially used it in a new range of flip-flops, but plans to incorporate it into its entire product line in the future.
Japanese retailer Zozo makes the list thanks to its Zozosuit, a body-measuring suit that allows customers to carry out a 3D scan of themselves in order to create custom-fit clothing. Despite making TIME magazine’s list, Zozo recently announced that it will stop making the Zozosuit in March 2019 as it already has enough data to produce custom-sized clothing without the need to create a 3D model of each customer. It expects to have sold three million suits before shutting down production, a remarkable number in such a short period of time.
Reebok’s PureMove sports bra also gets Time’s seal of approval. It uses motion-sensing technology to adapt to the wearer’s movements in real time. The performance fabric used in the bra is treated with a gel-like solution that takes a liquid form when still but stiffens when moving. This offers extra support during exercise, without affecting comfort while at rest.
UK outdoor brand Vollebak is known for its innovative approach to product development and this has been recognised by Time. The brand’s Solar Charged Jacket is included in the ‘Top 50’ list. It features a phosphorescent membrane that absorbs light during the day and releases it once it has gone dark. This has obvious safety applications for runners and hikers practicing their sport at night.
The full list of Time Magazine’s 50 best innovations of 2018 can be found here.
Image credit: Vollebak.
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