It was during her weight training sessions that 23-year-old Samantha Zucco saw the possibility of entrepreneurship. Law student, the young woman has always been passionate about sports, but she struggled with workout clothes, which were often uncomfortable or did not satisfactorily enhance her silhouette.
That's when Athinama was born. Even being a newcomer to entrepreneurship and the fashion market, Zucco decided to research the fitness industry and launch a high-performance sportswear brand that offers greater comfort, performance, and body enhancement, without transparency issues.
A Athinama is scheduled to be launched in the market in the first week of December, with pieces initially aimed at the female audience, with an average price of R$ 191.00 and an initial investment of R$ 200,000. The collection includes jackets, pants, tops, and shorts, with a highlight on the pieces. seamlesstechnology that enables seamless production. All pieces are made in Brazil and use imported machinery, featuring fabrics that incorporate LYCRA® fibers, ensuring softness, quick drying, and a "second skin" feel without compromising comfort or mobility.
About to graduate in law at Mackenzie Presbyterian University, the young entrepreneur highlights that the biggest challenge of the first venture is investing in an area parallel to her career. The fashion part itself, creating the products, is the most challenging. My style is basic. low profile. He wanted to create a style that valued the woman's body during training without losing mobility," he explains. Samantha also explains the origin of the brand name: "Athinama came from the combination of my name with the English term," ‘atlhetic’. I wanted a personality and a name for my brand that made sense in the fitness world.”
In light of the behavior and consumption patterns of Generation Z, Samantha decided to start a business through e-commerce and communicate directly with her target audience using Instagram and TikTok. A study released in October by Big Data Corp on the profile of e-commerce in Brazil supports the strategy. The research reveals that the commercialization model has been the most common among Generation Z and that 75% of online stores also stand out on social media in communicating with the consumer audience born in the 2000s.
