From football and tennis to Formula 1 and skiing, the most celebrated figures within competitive sports are climbing the luxury fashion ladder
Luxury fashion brand deals used to be reserved for upper-crust celebrities from traditional entertainment industries, but with the soaring viewership of competitive sports and the increase in idolisation of younger players, athletes are becoming coveted collaborators for top-tier brands. Changing consumer sentiments view sportspersons as much more than figures on the field. They perceive them as trend-setting influencers and tastemakers in fields that extend beyond the arena.
Charles Leclerc, Formula 1 driver for Scuderia Ferrari continues to have a long-standing relationship with iconic watch brand Richard Mille. From continued support since Leclerc’s early karting days to creating a custom piece for the driver, the brand has managed to build a mutual partnership over time. Their association reinforces Richard Mille’s belief that their watches are racing cars for the wrist.
French football team captain Kylian Mbappe ascended the ranks and eventually bagged a partnership with Hublot, strengthening the affiliation between horology and sports. Following this, Dior also extended an ambassadorship to the star player, making him the face of Dior menswear by Kim Jones and the Sauvage fragrance range.
Age too stands as no bar when it comes to athletes, with 19-year freestyle skiing gold-medalist Eileen Gu securing a Tiffany and Co. ambassadorship, starring as the face of the diamond brand’s recent ‘Give Me The T’ campaign. With a professional modelling career, a Stanford education and multiple global accolades in skiing to her name, Gu makes for an increasingly aspirational brand face.
Carlos Alcaraz, currently the youngest World Number 1 in tennis history, also 19 years old, recently bagged not only the Wimbledon championship but also a house ambassadorship with Louis Vuitton, showcasing that sport and style are becoming increasingly synonymous. Additionally, one of Prada’s priority goals focused on increasing sports partnerships in China was demonstrated by their collaboration with basketball player Shuyu Yang, Olympic athletes Gong Lijiao, Li Zhixuan, Xiong Dunhan and the entire Chinese Women’s Soccer Team. This move was governed by the brand’s aim to resemble passion, raw talent and a drive to achieve a certain standard of living that luxury brands represent.
Gucci too forayed further into bridging the gap between sport and style, with Jannik Sinner carrying a custom Gucci duffle bag and defying the 19th-century tradition of keeping it all white on the court. For the first time, a player was permitted to bring a non-white accessory onto the court, welcoming a new era of the sport that made room for embracing personal style and a progressive approach to on-court fashion. Whether on or off the field, an athlete who exudes commitment, excellence and discipline only strengthens a brand’s positioning and further cements the vision they want to deliver to their audience.
The influence of competitive players is no longer limited to sporting companies but extends to the cremè de la cremè of the fashion world. They expose their most authentic personas, bringing to the table credibility, social influence, an elevated quality of content and most importantly, an extended, cult-like fan base that promises loyalty to them and the brands they vouch for.
These partnerships commemorate the merging of sporting prowess and timeless fashion, uniting competitive sports and upscale style. Exceptional athletes bring a fresh perspective and new set of audience to renowned luxury brands, giving them the modern lift they need to connect with a younger audience. The future of luxury brand ambassadorships may be unpredictable, as all is in the fashion world. However, we can say with confidence that this is the era for sportspersons to showcase what they bring to the table.
