Lex Jurgen - June 1, 2017
The Jenners and Hadids have quietly taken over the sportswear figurehead space formerly owned by athletes. If Lavar Ball is going to keep his kids from being kowtowed by the sneaker companies to the tune of twenty million, these opportunistic whores are moving in. Like a reverse Times Square cleanup.
Bella Hadid became the first non-athlete to be the face of Nike. Her sister took the same spot for Reebook. Legacy Nazi era brands Puma and Adidas have tapped Kyle Jenner and Kendall Jenner, respectively, for their new "face of". Kendall posted a picture of herself in a golf cart before the Adidas logo to make the announcement. Like her sisterly cash cow coven, she doesn't actually play anything close to an organized sport. But damn if these companies aren't going for a piece of that monstrous athleisure wear pie.
The fatter this nation becomes, the more workout gear has become a solid blend of its daily wardrobe. Yoga pants have lost all connection to lithesome and limber. More a convenient way to avoid finding out your true jeans size. Equality in gender means women are searching for ways of turning sweats into shit you can wear out. Though for thrice the retail markup as men. The patriarchy never functioned so well as when run by female marketing executives.
Photo Cedit: Blackgrid / Instagram
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