By DYM, Sportsverse
Zara’s latest move in the sportswear space has ignited both intrigue and controversy. The Spanish fast-fashion giant has appointed Patrick Stangbye — a Norwegian ultramarathon runner and highly regarded creative director — as the new curator of its Zara Athleticz line.
Launched in 2020, Zara Athleticz was designed as a lower-cost alternative to established sportswear brands like Nike, Adidas, and a growing roster of challenger labels. Stangbye’s appointment positions him at the intersection of performance running, fashion, and outdoor gear — a convergence he has embodied throughout his career.
From ROA Hiking to Zara
Until earlier this year, Stangbye served as creative director at ROA Hiking, a cult outdoor apparel and footwear brand known for its functional yet fashion-forward products. ROA’s designs resonated equally in rugged alpine terrain and at Paris Fashion Week, making it a key player in the post-pandemic “gorpcore” trend.
Backed by Slam Jam, ROA operated with a small-batch, high-quality ethos — a stark contrast to the high-volume, rapid-turnover model of major sportswear players. This difference is part of why some in the outdoor and running communities have reacted strongly to Stangbye’s decision to join Zara.
The Backlash — and the Defense
When Stangbye announced the role via Instagram — in a series of nature-running shots clad in Zara Athleticz — the response was mixed.
Many applauded the move, but others expressed disappointment, citing Zara’s environmental track record and its association with fast fashion’s overproduction problem. Photographer Jordan Bunker, known for his focus on sustainability, openly criticised the decision, suggesting it undermined the values held by smaller, independent brands working toward responsible production.
Stangbye responded by arguing that “if you want to see change, you sometimes need to participate” — a position that echoes the “change from within” philosophy often debated in creative industries.
Zara’s Image-Boosting Strategy
Stangbye’s appointment fits into a broader pattern. Zara’s parent company Inditex has been increasingly aligning itself with respected figures and designers to elevate its brand perception — a move that allows it to introduce higher price points and create a sense of exclusivity.
In recent years, Zara has:
- Formed a joint venture with acclaimed menswear designer Samuel Ross.
- Collaborated with fashion luminaries like Stefano Pilati and Kate Moss.
Now, the focus appears to be sportswear — a category that offers both global appeal and the opportunity to tap into lifestyle-driven consumer segments. With Inditex posting €8.27 billion ($9.44 billion) in revenue for Q1 2024 alone, the resources to recruit high-profile talent are clear.
Product Controversy: The “Supershoe” Undercut
This isn’t Zara Athleticz’s first brush with pushback from the sports community. Earlier this year, the brand launched its first carbon-plated running shoe — a product type synonymous with top-end racing footwear from Nike, Adidas, Asics, Hoka, and others.
The difference? Price.
- Nike Alphafly: ~$300
- Asics equivalent: ~$270
- Zara’s version: $169
While some welcomed the affordability, others questioned the quality and credibility of such a technical product from a fast-fashion brand. Reviews from running experts were mixed, with some openly criticising the build, while others saw it as an entry point for cost-conscious athletes.
The Competitive Risk for Small Brands
The arrival of Zara — and potentially other fast-fashion giants — in performance sportswear raises significant questions for independent labels like ROA, Soar Running, and Bandit.
These niche brands have built their appeal on authenticity, craftsmanship, and community credibility. But if large-scale retailers can mass-produce comparable-looking products at a fraction of the cost, it creates a high barrier for small brands to gain market share — especially in a climate where consumers are increasingly price-sensitive.
It’s worth asking: would fast-rising players like On or Hoka have been able to achieve their growth if Zara and H&M had been in the space a decade ago, producing running shoes at aggressive price points?
Strategic Takeaway
Zara’s move into sportswear, amplified by the appointment of Patrick Stangbye, is both a creative and commercial play. It strengthens the brand’s presence in a high-growth category while leveraging the credibility of a figure respected across fashion and performance running.
However, it also illustrates the growing tension between accessibility and authenticity in sportswear — and the pressure on smaller, values-driven brands to compete in a marketplace increasingly shaped by global giants.
In a world where budgets are tight and brand ethics are under scrutiny, the balance between price, quality, and principle will define who thrives.
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IMAGE: ZARA
