DEDICATION
SUMMER ’23 COLLECTION
Once upon a time, the fitness industry was not as diverse as it is today. Athletes had to make do with the options offered by existing sportswear brands. This was limited to meeting basic needs; athletes were faced with limited options when choosing fitness clothing that suited their needs.
However, today this situation has been completely regenerated. Athletes are no longer just looking for clothing that suits their physical needs; They also want their clothes to reflect their mood, character and inner world. This new cycle of demand and need triggered a transformation in sportswear design. Athletes started to choose clothes with details that reflect their characters and with which they can express themselves while training. Because motivation has become a vital element in today’s sports world.
DEDICATION
As Airlife, we wanted to respond to this new need. With our “Dedication” collection, we aim to make athletes’ training not only a physical activity, but also a mentally satisfying experience. We aim for athletes to improve themselves mentally while pushing their physical strength during training.
We want athletes who wear Airlife to improve themselves mentally by taking them to the next level. When we do sports, we aim to be active not only in the muscles but also in the mind. This forms the basis of our Dedication concept. Our collection is designed to inspire and motivate athletes and turn their training into a mentally richer experience with the texture of the fabric, mottos, slogans and colors in the design.
Airlife’s Dedication series offers athletes a platform not only to increase their physical performance, but also for spiritual satisfaction and mental development. Each piece in this series is specifically designed to make athletes’ training a more meaningful and motivating experience. We aim for athletes to perceive their training not only as a physical activity, but also as a journey in which they can improve themselves holistically. As part of this journey, the Dedication series offers athletes the opportunity to express and develop themselves both physically and mentally.
