여성 스포츠웨어 브랜드 한국의 젝시믹스(Xexymix)와 중국의 마야 액티브(Maia Active)의 브랜드 전략 비교 연구: 페미니즘 관점을 중심으로 = A Comparative Study of Brand Strategies of Women’s Sportswear Brands ‘Xexymix’ in Korea and ‘Maia Active’ in China: Focus on the Feminist Perspective

다국어 초록 (Multilingual Abstract)

Background: In recent years, women’s sportswear has evolved beyond functional clothing to become a medium for expressing autonomy, identity, and empowerment. This study examines how Xexymix (Korea) and MAIA ACTIVE (China) construct and represent femininity through design and marketing within the expanding athleisure market. Methods: Using a feminist analytical framework, the study evaluates four dimensions—autonomy, body diversity, avoidance of sexual objectification, and inclusivity. Data were collected from official brand campaigns, product lines (leggings and sports bras), and digital content between 2023 and 2025. Five female graduate evaluators in design independently assessed each case to ensure objectivity. Results: Both brands emphasize women’s physicality and self-realization, combining functionality with aesthetics to create an athleisure image. However, their representational approaches differ: Xexymix promotes a performance-oriented, self-disciplinary femininity, while MAIA ACTIVE highlights inclusivity, emotional self-acceptance, and body diversity. Conclusion: This study reveals how women’s sportswear redefines and transforms traditional gender norms across distinct cultural contexts. Xexymix embodies a performance-driven feminism, whereas MAIA ACTIVE represents an inclusive feminism grounded in diversity and self-acceptance. The comparison suggests that women’s sportswear has evolved beyond functional apparel into a vital medium for expressing female agency and socio-cultural identity.