How Fashion Brands Should Play the Women’s Sports Boom

For Hanako Maeda, founder and creative director of the luxury apparel brand Adeam, it was the sense of an increasing relevance of sport in the lives of the average person that propelled her to team up with tennis player Naomi Osaka for a design collaboration in 2020. In a crowded industry, she wanted to highlight the brand in a relevant way, and the then fast-approaching Tokyo Olympics provided opportune timing.

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