Extreme to Mainstream
Big names in sports make the leap to the casual lifestyle
By Joanne F. Schell

Brands like Nike, known for their technical styles, are now releasing frames for the street. Shown here: Nike style Sera for Marchon

Sportswear is no longer just for sports. With the reintroduction of velour and terry jumpsuits, metallic sneakers, and baseball hats as casual chic couture, consumers are adopting "the sporting life" as a lifestyle.

In an effort to capture more of this audience, sports companies that typically market their products as pieces of equipment are now reaching for the mainstream. Oakley's ready-to-wear collection of street apparel hit the catwalk at New York's Fashion Week. Nike has a line of high-fashion tennis wear produced with Serena Williams and now offers high-end street clothes. And adidas has paired with designers Yohji Yamamoto and Stella McCartney for high-end sportswear styles.

Reflecting this trend, the sports eyewear these companies produce can go from a marathon meeting to a jog in the park with ease. Names famous for extreme sunwear now have everyday ophthalmic lines.

Think about sporting some of these mainstream models in your dispensary. What was sporty is now stylish, too.

Oakley style Square Wire	Dirty 8 Collection style El Borracho for Bollé
Vuarnet Optics style 811	Zeal Optics Z-Style Z4