Covid-19 has changed how we use and wear sportswear: from being sweatproof with its polyester breathable material whilst working out in that clammy gym class, to attending work conferences on Zoom, going for that first class degree, or binging on your favourite Netflix series. The national lockdown has made people realise that we can do our day to day activities wearing our favourite sportswear pieces in the comfort of our own home. The pandemic has revolutionised the notion of fitness wear in the world of fashion, becoming one of the most desirable must haves in our wardrobes.
Becca, 21 “The Body Coach has saved my mental health during this morbid time”
Sophie, 29 “My best friend during lockdown has been my two wheels - giving me complete freedom”
Nicole, 20 “I couldn’t have got through it without playing tennis and learning to skate”
Jess, 20 “I bought over 10 resistance bands in lockdown and I don’t regret any part of it”
Nicole, 26 “Lifting weights has kept me feeling fit and strong throughout this difficult time”
Helen 21 “My unicorn Blair is probably sick of watching me break a sweat in my bedroom”
“ULTIMATELY,
the greatest lesson that Covid-19 can teach humanity is that we are all in this
TOGETHER”
- KIRAN MAZUMDAR-SHAW
Covid-19 has forced us to adapt. These snapshots represent the notion that although we are all in the same boat, people are responding and coping to the challenges and changes enforced by the global pandemic in slightly different ways.
I RU
I imagine running. Far, far away, further than I normally run. Where would I end up? Imagine if we could run forever and not get tired? I would be far away from here by now, I run.
My head. My underlying motivated thoughts fill my head as I mutter “keep going” steaming forward immersed in a cloud of fiery droplets of breath. Using all my strength to block out the pleading of my brain alerting me to the faint bolt of pain on the right side of my stomach, I run.
My eyes. Adjusting to the piercing and crisp morning light, I become electrified and switched on like my eyes are a high-speed camera lens, I run.
My mouth. I lick my lips moistening against the bracing cold air that has turned them to moistureless sponges. They slowly part to allow me to inhale, I run. My heart. I sense the faster and enduring beating of my heart like the relentless beat of a tribal drum. Becoming louder and more powerful staying loyal to its master’s demands, thud, thud, thud, I run.
My neck. The early morning chill grabs me at the back of my neck like icy fingers and reverberates down my spine in sweet anticipation, I run.
My stomach. The knot twisted in the pit of my stomach slowly unwinds at every pace I make flowing into the natural sway of the fluidity within my body. My inner self is becoming finely tuned, I run.
I RU
My legs. Like thick coiled springs of energy propelling me along. Timeless force wraps around my legs like a second skin of pure electricity compelling me to continue on for eternity, I run.
My feet. The souls of my feet pound the hard pavement. They tingle as they challenge the earth’s surface, igniting my inherent need to keep pace with its eternal rhythm, I run.
Skipping along on a euphoric high, satisfaction floods my brain and body.
I STOP. I’ve done it. The best feeling ever
I RAN.
V a s d n a t a e s w i S social d Y A ST d ACTIV k c lo an fitne r “Consumers are in the mood for fashion-forward comfort.” - Tamison O’connor, 2020.
Consumers may not currently be in the shopping mood, but a vast majority view sweatwear and yoga pants as essential items alongside commodities such as toilet paper and hand sanitiser. Athleisure looks have emerged as the uniform of choice for lounge and activewear around the house. Many activewear start-ups have the advantage of being digitally native; their focus on social media marketing and online sales will serve them well in a crisis that has forced most stores to close. For example, when Covid-19 broke out, Nike’s success was through digital apps.
V s VE e
Lockdown has encouraged people to step outside of their comfort zone and take up a new hobby.
THE DIGITAL BOOM SINCE LOCKDOWN
13.7 13.7
Million smartwatches were sold in the first quarter of 2020.
Many consumers have been using smartwatches to monitor their health and fitness during lockdown. - Steven Waltzer
COVID-19 COOKING UP A STORM FOR FITNESS INFLUENCER EMILY STANLEY 22-year old influencer, Emily Stanley, unveils her journey to becoming a renowed fitness influencer on Instagram through her love of food and home workouts - in just two years, Emily saw her followers grow dramatically.
How did your journey start?
EMILY INTERVIEW / FACETIME SHOOT I was in my final year of university
and my boyfriend went on a year abroad, I didn’t want to go out clubbing or anything. I thought - you know what I’m going to do start the gym! I then just started to go frequently, looking at videos on YouTube and Instagram about how to use all the machines. I became so passionate about it and started to see changes after 4 months, I then created a fitness account as a hobby for myself. Lockdown came about a year later and my account began to grow and grow.
How did you cope in lockdown with keeping up with your fitness?
“Since lockdown hit, more and more people I didn’t know started following me”
In lockdown there was just nothing else to do really. There was this huge boom of everyone eating healthily, finding nice local places to walk their dogs and doing home workouts. I did this and documented it throughout lockdown, helping people stay motivated. I think having that time during lockdown to workout in the morning, eat and repeat, you realise how good it makes you feel mentally and physically.
Do you feel like you’ve benefited from the pandemic? Yes, I was furloughed straight away and when it started to get sunny in lockdown, it was easier to get up and do a workout. I was trying new things, new recipes and buying different protein powders from different companies. I grew stronger and so did my page due to Covid- 19, probably one of the only benefits the pandemic gave me.
FULFILLING THE OUTDOOR Whilst living through uncertain times, no one knows exactly when things will return to everyday routine. When we get to the other side of this, we may have a ‘new normal’.
As we are living in very stressful times, exercise is important more than ever. With many restrictions in place, it can be difficult to exercise, especially if you do not have space in your home. Indoor facilities have been forced to shut and they have seen a slow rebound post-Covid-19 restrictions. Exercising outdoors is a brilliant way to gain muscles or burn those extra calories consumed over these Covidridden times with great airflow and social distanced open spaces. Outdoor exercise has become the ‘new normal’, so go and give it a try and open up those born-tobreathe lungs!
#CLOSETOHOME
TO THE BEACH, WE RUN.
RUN TOWARDS THE LIGHT AT THE END OF THE TUNNEL,
AND DON’T STOP.
ARE YOU LIVING? OR ARE YOU JUST EXISTING...
WORK IT AT HOME
CLOSE TO HOME, CLOSE TO HAPPINESS.
YOGA TO RELEASE UNI STRESS IN 3 MOVES
1 / DOWNWARD FACING DOG Onto hands and knees, extend your legs back and stay for 5 breaths.
2 / SQUAT POSITION Widen your feet and bend your knees, begin to descend down, hands into prayer, press elbows between knees and breathe.
TIP: FOCUS ON YOUR BREATHING
3 / SEATED FORWARD BEND Extend legs infront of you, walk your hands forward and fold your chest over your legs and hold onto feet and breathe.
#HEALTHYATHOME #HEALTHYATHOME Make this hashtag the first sentence you say when you wake up.
10 MOVES . 30 SECONDS WORK . 30 SECONDS REST . COMPLETE TWO TIMES
1 . HIGH KNEES 2 . SQUAT AND REVERSE LUNGES 3 . RUNNING WITH PUNCHES 4 . PLANK SHOULDER TAPS 5 . MOUNTAIN CLIMBERS 6 . BICYCLE CRUNCHES 7 . SQUAT (HOLD) 8 . 1 BURPEE AND HIGH KNEES 9 . PRESS UPS KNEES ON FLOOR 10 . CURTESY LUNGES
EXAMPLE: MOUNTAIN CLIMBERS
EXAMPLE: SQUAT HOLD
EXAMPLE: REVERSE LUNGES
RELEASING ENDORPHINS WITH A 20 MINUTE HIIT WORKOUT