Walk around the streets of many of New Zealand's urban centres and you're more than likely to see people on the streets, in stores and sometimes even on sports fields clad entirely in the latest activewear from the likes of Puma, Adidas or Nike. The tights, the branded shirts and the headbands have become akin to some type of non-mandatory uniform, serving as a symbol of the wearer's active lifestyle.
Viewed from a distance, it would be easy to mistake these individuals as veritable fitness freaks, doing the hard yards to get abs on top of the abs they already have. However, upon closer inspection, it quickly becomes apparent that activewear serves broader purposes than just exercising. In fact, as illustrated in a recent satirical video by content creators the Van Vuuren Bros, activewear is often used for purposes quite contrary to getting fitter.
Like a lot of great comedy, this parody is funny because it's true. It isn't hard to identify a few of the situations on show in people we know or even in ourselves. And this is only set to become more apparent, with sales in activewear predicted to grow significantly over the next few years.
Data out the US shows that activewear sales accounted for $$33.7 billion last year, accounting for 16 percent of the total apparel market. And as confirmation of the fact that activewear isn't restricted to rigorous, high intensity exercise, survey respondents listed casual/everyday use as one of the top three reasons as to why they wear this type of clothing.
What this means is that we can almost certainly expect to see more KFC patrons dressed in activewear in the near future.