When ADAY started the booking service for its new sports tight pants Throw and Roll pants, almost 2000 people order the pants and they will receive the product this month.

As a sports tight pants, being priced at USD125 is a little expansive. But ADAY publicize the versatility of this pants with comfort wear feeling, fashion sense of gym wear and suitable for normal dress outside the gym.

Nina Faulhaber, the co-founder of ADAY explained that their design combined with comfortable material of moisture management performance and air permeability textile to provide better wear comfort for sports-wear. But the pants also contained the design inspiration from cigarette pants and leather leggings. That’s the reason ADAY’s products are easy to wear and having the special styles like jeans.

ADAY is founded by Nina Faulhaber and Meg He, they are both former employees of Goldman Sachs. The purpose of the brand is to provide clothes integration of sports-wear and garment for busy working women. Because it is troublesome for many women that they wear a set for working and change another set for gym. So most of ADAY’s clothes are like normal wear but with the special function using in gym.

They hired Charli Cohen to work as the designer and she will be in charge of the design direction for the whole brand. Kelsey Pearson is the production director. Nina and Meg even went to Portugal to cooperate with the manufacturer who also cooperates with Balenciaga, Alexander Wang, Celine, Michael Kors, etc.

You may think it is too expansive of USD125 for a sport pants. But it is no longer a rare thing for sports-wear. The All The Right Places Pant II from Lululemon is priced at USD 128 and the high selling price did not stop the customers.

Competition in the field of sports clothing becomes more and fierce. When I first time went to gym and chose sports-wear, there are only Nike, Adidas, Under Amour and Lululemon for me. But now more and more brands join in the competition and share the market with the traditional and famous brands. Like Yogasmoga, Alala, Without Walls, Sweaty Betty, Joe Fresh, P. E. Nation and so on. Even Victoria’s Secret also put so much attention on its sport series.

Sports-wear is really common in our daily wear. You can find Kendall Jenner and Gigi Hadid wear the sports clothes in their daily time (More of their street snaps you can check the former article Gigi Hadid has surpassed Kendall Jenner in 2016?). It is more like a trend. People care more about the technical elements and comfort performance of the products than ever. It is a big challenge for all the sports clothes companies.