Put down that raised eyebrow and allow me to explain. So, assuming they are not laced with steroids or prescription painkillers, what athletic advantage do they provide? Adding the word “sports” to a box of otherwise ordinary feminine products is another.Īre “sporty” tampons going to make me run any faster? Are they going to make me more limber and agile? Probably not. Adding sportswear to a women’s clothing line is one thing. It’s like the Canada of clothing sections-innocently disguised as unthreatening hoodies and spandex shorts, but slowly taking over the world! Pretty soon, they won’t even sell jeans anymore.īut back to tampons. Now, it seems like every time I walk into the Gap, the active wear section has added another shelf of yoga pants and two more racks of tech shirts. Think about it: how many fashion retailers have added fitness apparel to their brands in the last ten years? It started innocently enough, with a few tank tops here and some stretch capris there. (Come on, do you really want to fuel your workout with an energy bar made by Snickers?)īut the truth is, whether you’re aware of it or not, if you are a young to middle-aged female who exercises on a regular basis, you’re part of a growing consumer base that is becoming increasingly attractive to business marketers. In my experience, most real athletes feel the same way. To me, it seems like a half-assed marketing tactic meant to trick people into feeling more athletic than they actually are. Although I’ve been an athlete for most of my life, I’ve never really been a fan of the “sporty” version of things that aren’t inherently sporty.
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