Fashion’s new obsession? Surprise: it’s the athletes

Current fashion and future fashion: this does not only apply to styles or trends, but also to the search for new channels to promote your brand, focusing on a simple objective: access a new audience, younger, fresher and, therefore, more malleable. It is the result of a constantly changing world in which, to always remain at the center of attention, inaction cannot be contemplated.

It is clear that one of the “new” ways – now not so recent and not even too obvious – is that of social, where accounts of personalities of all kinds and calibers proliferate, from international stars to athletes. The latter, always followed and idolized by the general public, they have become the object of the courtship of fashion houses who see gods in them influencers 2.0, excellent intermediaries to promote your maison.

Before getting to the heart of the matter, it is right to immediately give some supporting examples the growing attention from the fashion system towards athletes with two athletes whose nicknames – not to mention it on purpose – are respectively The Queen And The King, conquered with titles and successes. On one side, Serena Williamsthe first athlete – to honor the true former athlete, having retired from tennis a year ago – awarded as Fashion Icon 2023 at the CFDA Fashion Awards, otherwise known as the “Oscars of fashion”.

On the other hand, speaking of fashion in the strict sense, the connection between the star is well known NBA of the Los Angeles Lakers LeBron James And Louis Vuitton (for which he is testimonial). But what is very different is that the profile of the luxury brand, rather than a photo taken during a shooting, decided to publish an image of the basketball player with a look created by Pharrell Williams – by the value of almost 28 thousand dollars – while heading towards the changing rooms shortly before a match.

But now let’s not immediately shout about the news, because fashion and sport have gone hand in hand for a long time. The point of no return, in which these two worlds actually united, was between the 80s and 90s, thanks to “his aerial highness” Michael Jordan. Not only thanks to the genesis of Air Jordans, but also for the impactful style and oversized skills of the player who made his fortune Chicago Bulls. Or again, without even moving away from the world of basketball, it’s difficult not to think about Dennis Rodman who never hid her eccentric tastes with outfits capable, even then, of breaking down gender barriers. If you want to travel a few years further, you can’t help but mention it David Beckham…and the list goes on.

Brands, not just sportswear, have always courted athletes but what has changed compared to the past? The fashion houses have now entered a very different field, one that is more informal and far from the red carpet, transcending the sporting event and embracing the “everyday”. Now it’s easier to see an athlete with a ensemble from the parade by walking in the tunnel to reach the changing rooms, or showing off an outfit with attention to detail both in free time and on the pitch, such as Jannik Sinner and his bag Gucciwhich caused a lot of discussion by breaking the dress code of Wimbledon. It is precisely here the stroke of genius that radically changes the narrative of the brand with its “athlete”, establishing a deeper relationship that must reflect its image.

It’s not just good hearted but it’s a real business with an unparalleled economic return. According to a study conducted by Leftythe mere presence of athletes at the events of the Spring-Summer 2024 men’s fashion season generated an unparalleled amount of average value: 8.2 million dollars in Earned Media Value or EMV (the value a brand gains from each interaction, view or comment).

Among the most followed athletes, the pilot of Formula 1 Lewis Hamilton demonstrating how he is capable of speeding both on board his single-seater and on social media with refined looks which, perhaps, clash with the idea of ​​the paddock dirty with engine oil, but which work precisely thanks to this contrast. It is no coincidence that it is considered as the Holy Grail of fashionable sportsmen.

Going even more specifically, there are many brands that exploit the large following of athletes, Dior with Kylian Mbappe, naming him its ambassador, or even Dolce & Gabbana who teamed up with the number 9 of Manchester City Erling Haaland he generated $6.54 million in EMVrepresenting 42% of 2023.

The world of sport is increasingly Klondike, the land of gold, for fashion, and if a crafty one like Kim Kardashian decides to sign a multi-year partnership to make his brand become SKIMS the official underwear of the NBA he was born in Wnba (the female segment) will mean something.

In short, today to make the most of the potential of athletes, just the title of brand ambassador and a photo on the cover is not enough. We need to undertake constant work and with the certainty that the public of the athlete and the fashion house are perfectly aligned. Then creativity does the rest, everyone needs content to enrich their social profiles, even athletes.