Home > Beauty & Grooming > Wellness > Sportswear brands that are reimagining the future of face masks
Sportswear brands that are reimagining the future of face masks

Modern problems require modern solutions, and that’s why several sportswear brands have shifted their production time and energy towards making sportswear face masks.

Thanks to the pandemic, the literal must-have accessory has dominated the world. Anyone who could get their hands on cloth (cotton is good enough) could be a purveyor of these protective masks; fashion brands, bridal businesses and even artists have designed their own.

Of course, before it became an accessory, the mask was first a necessity. Faced with a shortage of medical supplies, healthcare workers were in need of personal protective equipment (PPE) like surgical masks, which fashion brands scrambled to make.

Activewear brands had an added advantage: They could deliver both form and function. Nike took apart its Nike Air sneakers to create full-face shields and powered, air-purifying respirator (PAPR) lenses. New Balance, too, used technical sneaker materials for the one million face masks it made for the medical community. On the other hand, Under Armour’s innovative “origami mask” was made of a single piece of fabric — and zero sewing.

In the words of New Balance, manufacturing these masks were “not a commercial opportunity” for sportswear brands. After all, safety comes first. But then style came second: fashion labels like Supreme, BAPE and Marine Serre proved the profitability of these face coverings, offering logo-bearing versions priced in the hundreds. These became just as covetable among streetwear fans, who sought the sold-out designs on resale platforms like StockX. A bright yellow Off-White cotton mask can now be yours for US$449 (S$625.25), or nine Virgils.

It didn’t take long for sportswear labels to follow up with their own designs. New Balance drew on the prototypes it produced for healthcare workers to make the NB Face Mask V3. The lightweight, 3-layer piece, which came with a polyurethane filtration foam, is now sold out after being unveiled just two weeks ago.

That was the same time Puma launched its adjustable, reusable face mask, from which a portion of proceeds goes to the World Health Organization’s COVID-19 Solidarity Response Fund. Adidas has recently restocked its face covers in new colours, but you can also find a similarly sporty design from Reebok if they sell out again.

But if you want a mask that was actually designed for sports, Under Armour has you covered. Dubbed the “SPORTSMASK“, the brand’s latest offering boasts a range of features that makes it very wearable when exercising: air pockets for better airflow, a cooling fabric treated with anti-microbial technology, and an adjustable nose bridge to secure it on the face.

Athletes may soon be spoiled with even more choices. New Balance hinted at the launch of an “athletics-ready face mask”, which may arrive as early as July. Reebok also revealed a few fitness mask concepts, incorporating ambitious features like VR technology, anti-fog screens and sensors to track breathing, heart rate and temperature.

Reebok’s futuristic designs are not yet in the works, but they do give us an idea of where the humble face mask is headed: to the gym. Or the running track. Or the tennis court.

After all, just like our lives, fitness has already taken over fashion (see: activewear, athleisure). It’s not unlikely for sportswear brands to permanently offer functional fitness masks alongside track pants and trainers — not when the world is still trying to combat a virus spread by poor hygiene.

If masks that do the bare minimum in protecting us can become trendy pieces, who’s to say that those that actually enhance our lives won’t become staple pieces? And if this year and countless inspirational sportswear campaigns have taught us anything, it’s that anything is possible.

Header photo credit: Under Armour

This story first appeared on Lifestyle Asia Singapore

Sportswear brands that are reimagining the future of face masks

Lifestyle Asia

Here's where you can read the latest news and stories from Lifestyle Asia and our sister titles PrestigeOnline and Augustman, curated from all of our editions in Hong Kong, Singapore, Kuala Lumpur, Bangkok and India.

Sign up for our newsletters to have the latest stories delivered straight to your inbox every week.

Yes, I agree to the Privacy Policy

Never miss an update

Subscribe to our newsletter to get the latest updates.

No Thanks
You’re all set

Thank you for your subscription.