{"id":1019,"date":"2026-07-15T15:17:36","date_gmt":"2026-07-15T14:17:36","guid":{"rendered":"https:\/\/www.pagesmode.com\/actu\/?p=1019"},"modified":"2026-07-15T15:17:37","modified_gmt":"2026-07-15T14:17:37","slug":"quand-le-sport-devient-un-podium","status":"publish","type":"post","link":"https:\/\/www.pagesmode.com\/actu\/quand-le-sport-devient-un-podium\/","title":{"rendered":"Quand le sport devient un podium"},"content":{"rendered":"\n

Alors que la finale de la Coupe du Monde approche, PagesMode vous propose un zoom sur la fusion entre le sport et la mode. Autrefois r\u00e9serv\u00e9 aux vestiaires et aux terrains, le sportswear s\u2019est depuis impos\u00e9 comme un langage culturel \u00e0 part enti\u00e8re. Peu \u00e0 peu, il a quitt\u00e9 les gymnases pour s\u2019infiltrer en douce dans les rues, puis sur les podiums. D\u00e9sormais sport et mode ne dialoguent plus\u202f: ils se superposent. Entre \u00e9v\u00e9nements sportifs devenus de v\u00e9ritables vitrines, des gradins transform\u00e9s en d\u00e9fil\u00e9 \u00e0 ciel ouvert et des sportifs devenus les \u00e9g\u00e9ries des plus grandes maisons de luxe, le sport est plus que jamais pr\u00e9sent !<\/em><\/strong> <\/p>\n\n\n\n

Les d\u00e9buts du sportswear \u00e7a donnait quoi\u202f?<\/strong><\/h2>\n\n\n\n

Au d\u00e9part, le sport n\u2019avait rien d\u2019un ph\u00e9nom\u00e8ne de mode. Les premiers Jeux Olympiques<\/strong> c\u00e9l\u00e9braient avant tout la performance<\/strong> et la force physique<\/strong>. Pendant des si\u00e8cles, le v\u00eatement sportif reste secondaire<\/strong>\u202f: il sert le geste<\/strong>, sans ambition esth\u00e9tique particuli\u00e8re. Puis, \u00e0 la fin du XIX\u00e8me si\u00e8cle<\/strong>, d\u00e9but du XX\u00e8me<\/strong>, le corps en mouvement commence doucement \u00e0 devenir un sujet d\u2019attention<\/strong>. Les tenues gagnent en confort<\/strong>, en \u00e9l\u00e9gance<\/strong>, et ouvrent la voie \u00e0 ce qui deviendra ensuite le sportswear<\/strong>.  <\/p>\n\n\n\n

Le v\u00e9ritable tournant arrive avec Coco Chanel<\/strong>. Convaincue que l\u2019\u00e9l\u00e9gance<\/strong> et le mouvement<\/strong> sont compatibles<\/strong>, elle r\u00e9volutionne<\/strong> le vestiaire f\u00e9minin<\/strong>. Elle introduit le jersey<\/strong> dans ses collections, mati\u00e8re principalement r\u00e9serv\u00e9e aux sous-v\u00eatements f\u00e9minins. Son credo\u202f: allier confort<\/strong>, libert\u00e9<\/strong> et style<\/strong>\u202f! <\/p>\n\n\n\n

\u00c0 la m\u00eame \u00e9poque, Jean Patou<\/a><\/strong> imagine les tenues de tennis<\/strong> de Suzanne Lenglen<\/strong>. Les jupes se raccourcissent<\/strong>, les silhouettes s\u2019all\u00e8gent<\/strong> et les codes \u00e9voluent<\/strong>. Sur le terrain, la championne se distingue autant par son jeu que par son allure<\/strong>. Elle n\u2019h\u00e9site pas \u00e0 porter des jupes pliss\u00e9es<\/strong> en soie<\/strong> et un bandeau<\/strong> en tulle pour maintenir ses cheveux. Si ces nouvelles tenues lui ont offert davantage d\u2019aisance, elles traduisent aussi une id\u00e9e nouvelle\u202f:  celle qu\u2019il est possible d\u2019\u00eatre performante<\/strong> sans renoncer \u00e0 l\u2019\u00e9l\u00e9gance<\/strong>.<\/p>\n\n\n\n

\"Suzanne<\/figure>\n\n\n\n

Suzanne Lenglen, surnomm\u00e9e \u00ab\u202fla Divine\u202f\u00bb, premi\u00e8re star internationale du tennis dans les ann\u00e9es 1920<\/em><\/p>\n\n\n\n

Quelques ann\u00e9es plus tard, dans les ann\u00e9es 30<\/strong>, Ren\u00e9 Lacoste<\/strong> cr\u00e9e le polo<\/strong> en maille<\/strong>, pens\u00e9 pour offrir plus de confort<\/strong> aux joueurs de tennis. Cette pi\u00e8ce embl\u00e9matique<\/strong> donnera naissance \u00e0 la marque Lacoste<\/a><\/strong>. Il incarnera l\u2019une des premi\u00e8res passerelles<\/strong> entre le v\u00eatement de sport<\/strong> et la mode<\/strong> du quotidien.  <\/p>\n\n\n\n

Apr\u00e8s la Seconde Guerre mondiale<\/strong>, les vacances se d\u00e9mocratisent, les loisirs<\/strong> se d\u00e9veloppent et les v\u00eatements d\u00e9contract\u00e9s<\/strong> gagnent en popularit\u00e9<\/strong>. Les surv\u00eatements<\/strong>, les polos<\/strong> et les sneakers<\/strong> quittent progressivement les terrains de sport. Dans les ann\u00e9es 70<\/strong>, le jogging<\/strong> devient LE sport incontournable<\/strong>. Les grandes marques comme Nike<\/a><\/strong>, Adidas<\/a><\/strong> et Puma<\/a><\/strong>, d\u00e9veloppent des v\u00eatements techniques<\/strong> qui s\u00e9duisent \u00e9galement le grand public. <\/p>\n\n\n\n

Les ann\u00e9es 90 et l\u2019explosion du sports<\/strong>wear sportif<\/strong> <\/h2>\n\n\n\n

\u00c0 la fin des ann\u00e9es 80<\/strong>, d\u00e9but 90<\/strong>, le sportswear<\/strong> devient un ph\u00e9nom\u00e8ne culturel<\/strong>\u202f: il est partout. Plusieurs influences se croisent. Le hip-hop am\u00e9ricain<\/strong> popularise les surv\u00eatements Adidas<\/strong>. Le basket<\/strong> lui propulse les sneakers au rang d\u2019objets cultes, notamment gr\u00e2ce \u00e0 Michael Jordan<\/strong> et aux Air Jordan<\/strong> de la marque Nike. \u00c0 ce moment-l\u00e0, le sportswear ne se contente plus d\u2019\u00eatre pratique : il devient identitaire. Port\u00e9 par le hip-hop, le basket et la culture sneakers, il rejoint progressivement les codes du streetwear.  <\/p>\n\n\n\n

Parmi les looks qui ont le plus marqu\u00e9 cette \u00e9poque, on peut citer la princesse Diana<\/strong>. Elle adorait casser les codes du vestiaire royal en adoptant un style casual<\/strong> in\u00e9dit pour une figure de la monarchie\u202f: sweat-shirt oversize, shorts cyclistes et baskets<\/strong>. Ses looks sportifs sont devenus une v\u00e9ritable r\u00e9f\u00e9rence mode\u202f! Elle \u00e9tait l\u2019une des pionni\u00e8res du sportswear chic<\/strong>. C’\u00e9tait bien avant l\u2019essor du terme athleisure<\/em><\/strong> qui continue encore aujourd\u2019hui d\u2019influencer la mode avec des personnalit\u00e9s actuelles comme Hailey Bieber<\/strong>.  <\/p>\n\n\n\n

\"Lady<\/figure>\n\n\n\n

Lady Diana, dans les ann\u00e9es 1990, avant-gardiste du style sportswear chic<\/em><\/p>\n\n\n\n

Les ann\u00e9es 2000 \u00e0 aujourd\u2019hui\u202f: l\u2019\u00e8re de \u00ab\u202fl\u2019athleisure\u202f<\/em>\u00bb<\/strong> <\/h2>\n\n\n\n

\u00c0 partir des ann\u00e9es 2000, le sportswear<\/strong> a donc \u00e9volu\u00e9 vers l\u2019athleisure<\/strong>, une mode qui m\u00e9lange v\u00eatements techniques<\/strong> et pi\u00e8ces du quotidien<\/strong>. Les brassi\u00e8res<\/strong>, leggings<\/strong>, hoodies<\/strong>, sneakers<\/strong> sont d\u00e9sormais port\u00e9s aussi bien au bureau<\/strong> qu\u2019en voyage<\/strong> ou en ville<\/strong>.  <\/p>\n\n\n\n

De nombreuses collaborations<\/strong> entre maisons de luxe<\/strong> et marques sportives<\/strong> renforcent cette tendance\u202f: par exemple Gucci x Adidas<\/strong>, Louis Vuitton x Nike<\/strong> ou encore Balenciaga x Puma<\/strong>.  <\/p>\n\n\n\n

\"Collaboration<\/figure>\n\n\n\n

Collaboration Gucci x Adidas en 2022 <\/em><\/p>\n\n\n\n

Quand les sportifs rencontrent la mode (et inversement)<\/strong> <\/h2>\n\n\n\n

Aujourd\u2019hui, la mode ne se contente plus d\u2019habiller le sport\u202f: elle en fait partie int\u00e9grante. Les plus grands rendez-vous sportifs <\/strong>sont devenus de v\u00e9ritables sc\u00e8nes de mode<\/strong>, o\u00f9 chaque apparition est soigneusement observ\u00e9e. Roland-Garros<\/strong>, la Coupe du Monde de Football<\/strong>, le Tournoi des Six Nations<\/strong> ou encore les arriv\u00e9es<\/strong> des athl\u00e8tes. Chaque \u00e9v\u00e9nement est d\u00e9sormais scrut\u00e9 comme un v\u00e9ritable moment de style. Les performances restent au centre, mais les looks font aussi partie du spectacle.  <\/p>\n\n\n\n

Impossible de ne pas penser \u00e9galement au tournoi annuel de Wimbledon<\/strong> \u00e0 Londres. C’est Ralph Lauren<\/a><\/strong> qui habille les arbitres<\/strong>, ramasseurs de balles<\/strong> et invit\u00e9s prestigieux<\/strong>. La maison ne se contente pas d\u2019accompagner l\u2019\u00e9v\u00e9nement, elle participe \u00e0 construire son imaginaire<\/strong>. C\u2019est la d\u00e9finition m\u00eame du luxe discret<\/strong>.  <\/p>\n\n\n\n

\"Photo<\/figure>\n\n\n\n

Collection 2026, Ralph Lauren pour le Tournoi de Wimbledon<\/em><\/p>\n\n\n\n

L\u2019un des premiers \u00e0 avoir \u00e9t\u00e9 le pionnier de cette fusion est certainement le footballeur David Beckham<\/strong>, alors \u00e9g\u00e9rie<\/strong> de nombreuses marques (H&M<\/a>, Arman<\/a>i<\/strong> ou encore Boss<\/a><\/strong>). Il a transform\u00e9 l\u2019image du sportif en figure de style masculine. Cristiano Ronaldo<\/strong> lui, d\u00e9gage une image ultra travaill\u00e9e avec des collaborations<\/strong> luxe et lifestyle (Nike, CR7<\/strong>). Mais aussi Neymar Jr<\/strong>, tr\u00e8s pr\u00e9sent dans la mode (Balmain, Puma<\/strong>), le basketteur de la NBA, Russell Westbrook<\/strong>, souvent convi\u00e9 aux Fashion Weeks<\/strong> ou encore Lewis Hamilton<\/strong> (formule 1) et Kylian Mbapp\u00e9<\/strong> (football) devenus ambassadeurs Dior<\/a>. <\/strong> <\/p>\n\n\n\n

C\u00f4t\u00e9 femmes<\/strong>, elles ne sont \u00e9videmment pas en reste. Les sportives s\u2019imposent elles aussi comme de v\u00e9ritables ic\u00f4nes <\/strong>de style. Alysa Liu<\/strong>, patineuse artistique<\/strong> et m\u00e9daill\u00e9e d\u2019or aux derniers Jeux Olympiques d\u2019hiver, a ainsi rejoint l\u2019univers de Louis Vuitton <\/strong>en devenant l\u2019une des nouvelles \u00e9g\u00e9ries de la maison au printemps. De son c\u00f4t\u00e9, Coco Gauff<\/strong>, jeune prodige du tennis<\/strong>, s\u00e9duit \u00e9galement les grandes marques puisqu\u2019elle est aujourd\u2019hui ambassadrice de Rolex<\/a> <\/strong>et de la collab\u2019 MiuMiu x<\/strong> New Balance<\/strong><\/a>. La preuve que les championnes ne brillent plus seulement sur les terrains ! <\/p>\n\n\n\n

\u00c0 l\u2019inverse, les maisons\u00a0sportswear\u00a0font d\u00e9sormais appel \u00e0 des\u00a0acteurs ic\u00f4nes<\/strong>\u00a0de mode pour incarner leurs campagnes\u202f:\u00a0Ad\u00e8le Exarchopoulos<\/strong>\u00a0et\u00a0Pierre Niney<\/strong>\u00a0comme\u00a0\u00e9g\u00e9ries\u00a0Lacoste<\/strong>,\u00a0Gigi Hadid<\/strong>\u00a0en tant que visage et\u00a0co-cr\u00e9atrice<\/strong>\u00a0d\u2019une capsule pour\u00a0Reebok<\/strong>\u00a0entre\u00a02016 et 2019<\/strong>, ou encore\u00a0Timoth\u00e9e Chalamet\u00a0<\/strong>pour la derni\u00e8re campagne\u00a0Adidas et Channing\u00a0Tatum\u00a0<\/strong>pour celle de\u00a0Nike.\u00a0<\/strong>\u00a0<\/p>\n\n\n\n

\u00ab\u202fBackyard Legends\u202f\u00bb – casting XXL<\/strong> <\/h2>\n\n\n\n

Au printemps 2026<\/strong>, Adidas<\/strong> sort sa nouvelle campagne pour la Coupe du Monde 2026<\/strong>. Il s\u2019agit d\u2019un mini-film publicitaire<\/strong> d\u2019environ 5 minutes, qui m\u00e9lange cin\u00e9ma<\/strong>, football<\/strong> et pop-culture<\/strong>. L\u2019acteur Timoth\u00e9e Chalamet<\/strong> y joue un personnage fan de foot qui d\u00e9cide de constituer une \u00e9quipe pour affronter une l\u00e9gendaire \u00e9quipe de street football<\/strong> invaincue depuis des ann\u00e9es. On le voit recruter des stars <\/strong>du football actuel <\/strong>et l\u00e9gendes <\/strong>du ballon rond, r\u00e9interpr\u00e9tant l\u2019imaginaire des terrains de quartiers (\u00ab\u202fbackyard<\/em><\/strong>\u202f\u00bb). <\/p>\n\n\n\n

La pub m\u00e9lange des stars du foot\u202f: Lionel Messi<\/strong>, Lamine Yamal<\/strong>, des l\u00e9gendes comme Beckham<\/strong> ou Zin\u00e9dine Zidane<\/strong>, mais aussi des artistes contemporains comme Bad Bunny<\/strong>.  <\/p>\n\n\n\n

La direction artistique et l\u2019esth\u00e9tique<\/strong> du spot publicitaire sont tr\u00e8s ax\u00e9es ann\u00e9es 90<\/strong> avec un style ultra cin\u00e9matographique<\/strong> et une narration centr\u00e9e sur la nostalgie<\/strong>.  <\/p>\n\n\n\n

Cette campagne montre avant tout que le sport ne se r\u00e9sume pas uniquement \u00e0 \u00e7a. Il rassemble et cr\u00e9e des souvenirs<\/strong>.  <\/p>\n\n\n\n

\"Lionel<\/figure>\n\n\n\n

Lionel Messi et Bad Bunny pour la nouvelle campagne Adidas au printemps 2026<\/em><\/p>\n\n\n\n

\u00ab\u202fRip the Script\u202f\u00bb de Nike \u2013 autre casting XXL<\/strong> <\/h2>\n\n\n\n

Encore une fois, des \u00e9v\u00e9nements sportifs<\/strong> comme la Coupe du Monde <\/strong>illustrent parfaitement cette fusion <\/strong>entre sport <\/strong>et mode<\/strong>. Dans sa campagne \u201cRip the Script<\/em><\/strong>\u201d, Nike <\/strong>r\u00e9unit lui aussi un casting spectaculaire <\/strong>m\u00ealant personnalit\u00e9s de diverses cultures populaires. Parmi eux des sportifs (Mbapp\u00e9<\/strong>, Erling Haaland<\/strong>, Eric Cantona<\/strong>, Ronaldo<\/strong>), des figures de la musique <\/strong>et de la t\u00e9l\u00e9vision <\/strong>(Channing Tatum<\/strong>, Travis Scott<\/strong>, Kim Kardashian<\/strong>). Une campagne qui d\u00e9passe le simple cadre sportif… <\/p>\n\n\n\n

Et si les multimarques ind\u00e9pendants se r\u00e9inventaient par le sportswear\u202f? <\/strong> <\/h2>\n\n\n\n

Longtemps r\u00e9serv\u00e9 aux enseignes sp\u00e9cialis\u00e9es, le vestiaire technique s\u2019impose aujourd\u2019hui comme un v\u00e9ritable langage de mode. Pour les boutiques multimarques<\/strong>, c\u2019est une opportunit\u00e9<\/strong> claire\u202f: capter une client\u00e8le<\/strong> plus large<\/strong>, plus transversale<\/strong>, et surtout en qu\u00eate de pi\u00e8ces hybrides<\/strong>, \u00e0 la fronti\u00e8re entre confort<\/strong>, performance<\/strong> et d\u00e9sirabilit\u00e9<\/strong>. <\/p>\n\n\n\n

Ce glissement traduit une \u00e9volution<\/strong> plus large\u202f: le sportswear n\u2019est plus un segment, mais un pilier culturel<\/strong>. Et si les boutiques multimarques se r\u00e9inventaient par le sportswear ?  <\/p>\n\n\n\n

Aliz\u00e9e Bourquin I <\/em>PagesMode<\/em> <\/a><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Alors que la finale de la Coupe du Monde approche, PagesMode vous propose un zoom sur la fusion entre le sport et la mode. Autrefois r\u00e9serv\u00e9 aux vestiaires et aux terrains, le sportswear s\u2019est depuis impos\u00e9 comme un langage culturel \u00e0 part enti\u00e8re. Peu \u00e0 peu, il a quitt\u00e9 les gymnases pour s\u2019infiltrer en douce dans les rues, puis sur […]<\/p>\n","protected":false},"author":2,"featured_media":1021,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nQuand le sport devient un podium - Blog PagesMode<\/title>\n<meta name=\"description\" content=\"Alors que la Coupe du Monde touche \u00e0 sa fin, PagesMode vous explique comment le sportswear s'est impos\u00e9 comme un v\u00e9ritable style\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pagesmode.com\/actu\/quand-le-sport-devient-un-podium\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quand le sport devient un podium - 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Certaines marques incarnent d\u00e9j\u00e0 ce basculement et s\u2019int\u00e8grent de plus en plus facilement en s\u00e9lection mode\u202f:  Asics<\/a>, Salomon<\/a>, On Running<\/a>, New Balance, Nike<\/strong>\u2026 <\/p>\n\n\n\n