Over the years, luxury fashion houses have embraced the world of stylish activewear and sneakers, bridging the gap between fashion and function. Some brands have taken it one step further by creating their own sports equipment, while others have aligned themselves with some of the biggest sports stars in the world to dive headfirst into a brand-new market.
From sports teams collaborating with popular brands to design iconic training kits, running shoes, and sports apparel to top athletes building personal relationships with famous fashion houses that last long after they have left the sports field, the lines between the sporting industry and the fashion world are more connected than ever before.
A Growing Relationship
While some of the most successful and notable partnerships in athleticwear have come from powerhouse brands like Nike, Puma, and Adidas, luxury and more everyday street-style brands are continuing to enter the sports scene to bring the two industries closer together. Collaborations between Nike and Michael Jordan, Skims and the NBA, and Ralph Lauren as the official outfitter for Team USA at the Olympics have proven to be extremely successful and lucrative deals. On a macro level, fashion and fitness continue to become more intertwined as more and more people embrace stylish workout clothes and athleisure as an everyday addition to their wardrobe.
Worn both in the gym and on the street, athleticwear carries increased versatility in exercise and everyday outfits. This popularity highlights how lucrative the market is, with sports-adjacent apparel significantly outperforming the rest of the global market. Consultancies forecast this particular market to reach $249 billion by 2026, proving that the partnership between sports and fashion is not just a passing trend; it is a popular and highly successful way to reach a new demographic of customers.
The Appeal of Sport
Over the years, well-established luxury fashion brands like Louis Vuitton and Chanel have been searching for sustainable and effective ways to reach a younger client base. With a never-ending goal of remaining relevant and in demand, these brands have experimented in music, art, and now sports. By bringing on a popular athlete as a brand ambassador and the main star of many of their campaign shoots and marketing schemes, they can attract a dedicated and often young fan base, delivering celebrity status in today’s world.
It is becoming more common to see popular and high-performing athletes in feature films, TV shows, on the red carpet, and even attending the Met Gala, seamlessly merging the two industries. Furthermore, fitness influencers have seen their credibility and popularity soar, especially since the pandemic when more people were turning to at-home workouts to stay fit and sane. Together, athletes and fitness influencers are globally seen as the epitome of dedication, hard work, discipline, and talent, helping them transcend their craft and become cultural icons, carrying a layer of cultural relevance that brands everywhere see as an invaluable endorsement.
As an added advantage, many of these athletes are brands themselves, with a large and loyal following that turns to them for inspiration in fashion, fitness, and everything in between. Iconic magazines like GQ put together lists of the most stylish athletes in the world.
The Secret to Success
Similar to any successful partnership, collaborations between sports and fashion start with mutually beneficial terms that will help both parties reach new heights by sharing the same values. This could be in the form of sponsored social media posts, branded gear, outfits for star-studded events, or a collaboration with the brand that covers multiple avenues. Because both entities are brands themselves, it only makes sense for them to build a working relationship should they share similar values and expectations.
A large part of selling a successful partnership lies with authenticity between the parties. Should an athlete choose to work with a brand they genuinely enjoy and already use, they will be able to speak more authentically about the products and the aspects of the brand they love most. Additionally, brands can work with athletes or governing bodies that complement them and share similar aesthetics.
A fantastic example of this is Louis Vuitton. The global fashion house has long been associated with the sports world as it aligns with the brand’s core values of courage and overcoming challenges. Furthermore, LV has an iconic and recognizable style design that places emphasis on creating stylish and functional pieces that easily stand out from the crowd. Thanks to this global recognition, the brand has been roped in to design trophy trunks for the Football World Cup, the Monaco Grand Prix, and the Paris Olympics.
From Sportsmen to Fashionistas
The reality of pursuing a career in sports is that athletes have notoriously short careers within their given discipline. However, many of them are finding lucrative and sustainable revenue streams within fashion that can sustain them once they leave the field.
The desire to build a personal brand has led to the establishment of a new micro-industry in sports styling. By working with fashion experts, athletes can place themselves on the radars of big brands early in their careers, allowing them to build solid working relationships that can lead to big deals. This is best illustrated by NBA players, who are often photographed arriving before their game dripping in top designer pieces, with a dedicated social media account documenting their style.
