The sportswear industry is undergoing a significant transformation as athletes increasingly demand equipment that enhances performance while reflecting their personal style. According to Deloitte, nearly 60% of consumers are willing to pay a premium for customized products, making personalization a cornerstone of modern fashion trends. McKinsey’s “State
of Fashion” report further highlights that tech-driven fashion is expected to grow by over 10% annually, as consumers prioritize apparel that combines functionality with individuality. This evolution has created new opportunities for designers to innovate, crafting solutions tailored to meet the unique demands of athletes.
This shift is led by Tetiana Shevchuk, founder of Leotaire, a brand specializing in personalized rhythmic gymnastics apparel. With a background in telecommunications engineering, Tetiana took an unconventional path to sportswear design, applying her technical expertise to create apparel that brings aesthetics with performance together. Her designs have been worn by elite gymnasts on international stages, including the World Championships, Universiades, and the Pan American Games, reflecting her ability to address the specialized needs of high-performing athletes.
“When I began integrating personalized elements into sportswear — like custom names and motivational quotes — it wasn’t just about aesthetics,” Tetiana explains. “It was about empowering athletes to express their identities while optimizing their performance.”
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Tetiana’s engineering background has been instrumental in shaping her meticulous approach to design. “Every stitch and fabric choice is intentional,” she shares. For example, she incorporates lightweight, breathable fabrics that allow freedom of movement while withstanding competition demands. Additionally, she designs with care to avoid placing gems or heavy lines on the spine, which prevents bruising during acrobatic elements on the floor. Tetiana also employs reinforced stitching techniques to enhance durability, ensuring that her leotards maintain their structure during intensive routines while also adding a special shiny touch to the performance as a whole.
A standout example is gymnast Annaliese Dragan, who wore one of Tetiana’s custom leotards for the ball routine during her successful qualification for the Paris Olympics. The leotard’s unique fit and flexibility not only supported her movements but also gave her the confidence to excel on an international stage. Another enlightening experience for Tetiana was her collaboration with Yeva Meleshchuk, a Ukrainian Olympian. Tetiana was honored to work with Yeva for several competition seasons in a row, providing one of the best leotards she had ever designed. "I remember meeting Yeva at the airport between her flights, from one international level competition to another, to hold fittings. It was never easy, but it was such a rewarding experience for both of us—we were growing together," Tetiana points out. Stories like this illustrate how Tetiana’s designs blend functionality with emotional resonance, offering athletes a deeper connection to their costumes and equipment.
In 2022, geopolitical turmoil forced Tetiana to relocate from Ukraine to the United States, a move that required her to rebuild her business from the ground up. While the transition was challenging, it also provided an opportunity for reinvention. “Relocating was daunting, but it gave me an opportunity to rethink our approach and connect with a new audience,” she reflects.
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The U.S. market’s emphasis on quality and innovation proved to be a perfect match for Leotaire. Within two years, Tetiana expanded her client base to include over 500 gymnasts across the country. Her ability to adapt and thrive in a new environment is a testament to her resilience and entrepreneurial spirit. “Locally, she is affectionately referred to by some of her customers as ‘our gymnasts’ fairy godmother,’ reflecting her unique skill set and passion for her work.”
As personalization continues to shape the future of sportswear, Tetiana is exploring how smaller brands like hers can stay competitive against giant competitors. “While large companies have the resources to innovate, smaller brands like Leotaire excel at agility and close client relationships,” she says. This flexibility allows her to quickly adapt to trends and
meet the unique demands of athletes.
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Tetiana’s ambitions also include expanding into figure skating, a sport that demands both technical functionality and artistic elegance. “Figure skating has always intrigued me because of its emphasis on elegance and precision,” she shares “Expanding into this market is a natural evolution for our brand.”
Reflecting on how sportswear has evolved, Tetiana notes the increasing focus on individuality and advanced materials. “Athletes today want more than just performance—they want gear that tells their story,” she explains. Looking ahead, Tetiana sees a future where personalization extends even further, incorporating smart textiles and AI-driven design to create equipment tailored to each athlete’s unique needs.
