Is STAUD still relevant at all?

Because I think STAUD SPORT is smart.

A couple of weeks ago, I shared a sartorial idea with some friends: A brand that can take you from pilates and errands to socializing and dinner without compromising on comfort, performance or style. It felt like such an obvious gap in the market and my wardrobe. This week, Sarah Staudinger’s STAUD announced STAUD SPORT: “A collection that delivers on comfort and performance without compromising style.” Spooky. While it’s a bit more modern than my vision, it’s pretty close.

The campaign messaging is perfect: “Hydration is Sport, texting is Sport, running late is Sport. Life is Sport.” 10 years ago, Outdoor Voices challenged the idea that exercise has to be hardcore. Now, STAUD aims to challenge the idea that is has to be compartmentalized at all. I can’t tell if the brand is still relevant or if anyone is paying attention. Judging from the hidden like count on Instagram, maybe not. A splashier SKIMS/Rhode-esque campaign featuring zeitgeist talent could’ve gone a long way. Regardless, I think the concept is inspiring.

STAUD isn’t the first brand to launch a sport line — and it’s definitely inspired by Prada Sport (RIP) — but now feels like the perfect time for it to work. I think we’re going to see more of these blurred lines in 2025 and I’m excited to find out how it’s expressed through other brands. Personally, I’d love to see something like this from the Loewe and On partnership.

At a higher level, “life is sport” is a broadly aspirational platform that can be applied across categories. What does a “motherhood is sport” brand look like? How can a performance beverage brand that typically focuses on fitness apply this ethos to capture moms, busy bees, social butterflies, etc.? Activewear brands of the future should also keep this in mind when establishing their brand strategy. When done right, a broader vision and mission steer brand-building in a direction that is ripe for expansion.

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• Speaking of that, the Bala x Pucci collab is so fun. Way to capitalize on the convergence of fashion and fitness, which aligns perfectly with the brand’s core strategy. Bravo

  Natalie Holloway
  💖

• Quince raised a $120M Series C. The last millennial DTC brand still raising this much money, thanks to dupe culture.

• On that note, I’ve said it before — accessible luxury sells.

  Ana Andjelic
  on the new rule of retail: “Good quality at accessible price sells, powered by the new gatekeepers, affiliates, and fashion Substack whose entire job is to tell you what to buy, where, and how much to spend on it.” Worth a full read.

• This brand is going to blow up. TikTokable fragrance for Gen Alpha, flawlessly executed down to merchandising and available at Ulta and Target. Sheesh.

• Speaking of blurring the line between categories.

• MAC IS BACK.

• That said, Estée Lauder still might sell it.