SPORT CHRONICLE

God & Famous

Since the end of the lockdown, walking in the streets of a big city at 5 pm without seeing lines of cyclists, is quite impossible. And look who’s responsible again, that good old Covid-19! The lockdown period gave the opportunity for many people to hop on a bike as a reactional activity. But after that period of autarky, people started to use their bicycles as a way to move in everyday life without sanitarian issues. The bike demand has rarely risen this fast which means more diverse bike customers. So, let’s see how the health crisis gives to sportwear brands the opportunity to thrive in the bicyclewear market.

The end of the lockdown has shown us new habits from many people in the world and the bicycle industry ripping the benefits. In urban areas some people left their cars and public transports for a safer and healthier way to move. In France after the lockdown the bicycle frequency was 50% higher than the same period in 2019 in big cities. Or in Philadelphia, the main streets have seen up to 400% increase in the number of cyclists compared to 2019.

Moreover, the bicyclewear industry has a bright future for a special reason: cities all across the world are trying to adapt to the growing demand. Covid-19 has accelerated the urban bicycle trend with a global support from city authorities. Mexico city for instance, has created an 80-mile bicycle road network for people and especially workers to move easily during the pandemic.

Other cities like Philadelphia, Bogota or Paris followed the same initiative and are fiercely motivated to keep the new bicycle road network in the future. And if you’re still skeptical about the urban bike trend, you can’t deny environmental measures taken before the Covid-19 crisis and putting the bicycle transport at the center of future urban mobility strategies. Cities are becoming car free, in 2030 24 cities in Europe will ban any type of internal combustion cars. And today Madrid or Paris put severe regulation on diesel driving cars. Thus, electric or unmotorized vehicules will get the upper hand on our future cities, with more roads for bikes.

World Ressource Institute

Madrid city website

The growth of bike users in our post covid era targets different types of consumers that sportwear and menswear brands should not ignore!

“Consumers with precise and demanding expectations. Comfort is their keyword. “

More bike users in cities means more people using that transport to go to work. And that type of consumer has demanding needs. Comfort is their keywork. When you’re going to work in a suit in November in London, New York or Paris, believe me you’ll need worm, loose and waterproof clothes to protect yourself from any type of weather. Uniqlo  has perfectly understood the issue for that target by creating the Blocktech  collection made to face the weather on your bike to go to work without heavy equipments. And other small brands try to give simple, but clever solutions for active bike users such as Rainlegs selling waterproof and reflecting trousers easily removable with scratches.

@noisey

Uniqlo

Rainlegs

In urban areas, people going to work on bike are mainly young people from 18 to 35 years old. That means that sportswear brand should adapt their offer to a Millennial and Gen Z demand, with colors and designs that emphasize the comfort and the effectiveness of the garments. Some trendy bicycle brands like Urban Circus have understood this aesthetic desire of the consumer through a wide choice of colorful products that will prevent you from arriving at work with an unflattering look!

Urban Circus

And why not push the limits with new fancy anti-pollution masks in a world where covering you face with a mask is globally accepted? The San Francisco brand Vogmask took the opportunity of the health crisis to offer different types of masks with aesthetic and sanitary purposes.

Vogmask

We could give a lot more arguments that the bike industry is booming with the covid-19 crisis and especially in urban areas. Some trends like the increasing of delivery driver fleets with the democratized use of home delivery, the massive use of electric scooters from working people, or the skyrocketing consumption of electric bikes by over 60 years old users, are other specific proofs that sportswear and menswear brands should give some attention to the bicycle category.

So now that you’ve read it on INMOUV, you won’t say that you’ve never seen it coming!

NICOLAS BOYE
BUSINESS DEVELOPER ASSISTANT

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