Gloria Zhang’s Post

THIS! WHY FASHION MIXED WITH SPORTS, particularly OLYMPICS is a healthy alliance... Again this is NOT NEW strategy, but its power is much greater now to distinguish and especially connect through diverse audiences, build new audience and reach......... even @louisvuitton gets that now.. "“From a strategic point of view, our collaborations and partnerships in sport or with athletes allow us to reach a wider audience than with more ‘classic’ ambassadors or campaigns,” Arnault said. Fashion has taken a lot of heat — and much of it well deserved — for being focused too much on surface and not enough on substance. And associating with sports brings out some of the industry’s better angles. While so much of fashion marketing relies heavily on attractiveness, using athletes to make the pitch helps brands hit other notes, leaning into a certain indomitable spirit, performance, competitiveness and more.  Brandon Brown, president of the Sports Marketing Association, called sport “that unique medium” that resonates around the world.  “Almost everybody is able to identify with sport one way or the other, and especially the Olympics because there’s so much diversity in.." "Brown said fashion brands get at least three things by being connected to the Olympics.  “Tons of eyeballs. You’re going to get a ton of people viewing a ton of brand exposure that you wouldn’t have had otherwise,” he said. According to the International Olympic Committee, more than 3 billion people tuned in on TV and logged in digitally to watch the last Summer Games in Tokyo, with 28 billion video views in total. This time through, NBCUniversal has booked $1.2 billion in ad commitments over the 17 days of the Games.  Brands cozying up to the Olympics can also benefit from what is called “image transfer.” “You get this idea that the characteristics [that] are..."

Athletes have taken over as the new icons of fashion. This article highlights how figures like Neymar, Serena Williams and Simone Biles are now at the forefront of brand campaigns, reshaping the industry. The transformation represents a broader cultural trend where sports serve as a universal connector, uniting diverse audiences. With their massive social media followings and personal brands, athletes are not just endorsers but key collaborators in shaping brand identities. The shift towards hyper-personalization and direct engagement is redefining how brands connect with consumers, emphasizing authenticity and relatability. As this trend continues, the role of athletes in fashion and culture is set to expand even further. “Most athletes want longer term deals…They want to align with a brand, but they don’t necessarily want to do 10 or 20 partnerships. Often they come in with a vision of the type of brand they want to build for themselves”. —Jens Grede, Cofounder SKIMS #athletesinfashion #sportsandstyle #fashiontrend #brandpartnerships https://lnkd.in/gGPGG-aw

𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐁𝐞𝐚𝐮𝐭𝐲 𝐚𝐧𝐝 𝐋𝐮𝐱𝐮𝐫𝐲 𝐁𝐫𝐚𝐧𝐝𝐬 𝐡𝐚𝐯𝐞 𝐚 𝐦𝐚𝐬𝐬𝐢𝐯𝐞 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲 𝐟𝐨𝐫 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐢𝐧 𝐰𝐨𝐦𝐞𝐧’𝐬 𝐬𝐩𝐨𝐫𝐭𝐬… https://lnkd.in/g7if-d-F   More than ever, people and brands are paying attention to women's sports. The NCAA women's basketball championship in April drew 24 million viewers, making it the most-watched basketball game since 2019. The FIFA Women's World Cup final peaked at 12 million viewers, surpassing the men's Wimbledon final. The Paris Olympics will spotlight athletes like Simone Biles and Coco Gauff.   Streetwear's influence on luxury fashion is undeniable, with collaborations like Moncler's with Hiroshi Fujiwara and Burberry's with Gosha Rubchinskiy creating high demand. In 2017, Luis Vuitton's collaboration with Supreme, featuring iconic red monogrammed products, sold out in a day and brought in $23 billion, accounting for 23% of LVMH's income.   A 2019 Statista study showed 67% of Gen Z respondents had purchased luxury items from collaborations, proving their appeal. Social media is crucial for tracking the popularity and audience of these products, helping brands stay ahead of trends. As women’s sports continues to draw global attention and take center stage it will be interesting to see which collaborations and brand sponsorships emerge in the future.   #LuxuryFashion #Streetwear #WomensSports #NCAA #FIFA #ParisOlympics #LouisVuitton #Moncler #Burberry #GenZ #FashionTrends #ResaleMarket #SocialMedia #FashionCollaborations

<Luxury brands with sports stars : Happy marriage but boring love> 1/ In January, NBA star LeBron James made headlines as an ambassador for Louis Vuitton, and now F1 champion, Lewis Hamilton taps Dior’s ambassador. 2/ Luxury brands enlisting sports stars seems not be an issue. But, looking into more details, luxury watchmakers enjoyed making alliances with athletes. 3/ Rolex with golf legend Tiger Woods and tennis maestro Roger Federer, IWC with Hamilton, and Tag Heuer with various athletes including track and field, tennis, and surfing. 4/ Traditionally, fashion-centric luxury brands have favored Hollywood scaled stars as their ambassadors 5/ In today's Instagram-driven fashion landscape, sports stars’ tremendous influence can catch the attention of luxury fashion brands. 6/ Despite recognizing their powerful impact, the marriage with sports stars might appear somewhat monotonous. 7/ Sports marketing thrives on narratives of underdogs rising to the top, but the collaborations between fashion-focused luxury brands and sports stars might merely seem to be at the level of influencer marketing. 8/ Due to luxury brands' focus on maintaining their image, the brands should target only the crème de la crème of athletes. 9/ The people are often being crazy about challenging champions rather than the defending champions 10/ Consequently, both from a fashion and marketing perspective, these ventures may turn out to be less thrilling than anticipated.

From the Opening Ceremony outfits that made Team USA look like umpires at Wimbledon, brand's fashion choices at the Olympics have been interesting to say the least. It would have been amazing to see Ralph Lauren pay attention to the current climate. I would have loved to seen the following (I say this as someone who has never professionally designed clothes): 𝗨𝗽-𝗰𝘆𝗰𝗹𝗲𝗱 𝘃𝗶𝗻𝘁𝗮𝗴𝗲 𝗥𝗮𝗹𝗽𝗵 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗮𝘁𝗵𝗹𝗲𝘁𝗲𝘀. Ralph could have made more unique pieces that told a story for more senior athletes which would have drawn in more viewers & probably lead to more sales. Everyone loves a good story & this current generation is more focused on being more sustainable. 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵 𝗮𝗻 𝘂𝗽 & 𝗰𝗼𝗺𝗶𝗻𝗴 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗿 who has previously designed customs for athlete & are more connected with what their fans & broader sport consumers want. Better yet, partner with a designer who has successfully launched a limited edition or clothing line with an athlete already has a proven track record of selling & probably has a engaged community who is eager to spend their money on what their favorite athlete is wearing at the Olympics. For the closing ceremony, it would be amazing if Ralph Lauren could create customs for those who medaled during this Olympics for the first time or the most loved athletes during the games. I know this would have to be a super tight turn around, but I think it could happen with the right team! It would be even more amazing if they partnered with an athlete-creator like Ilona Maher, who has been killing it on TikTok. These ideas might sounds crazy to those who are very hesitant to adapt to the current landscape. However, I really believe consumers & later on, the brand’s shareholders will be very happy. Ralph Lauren tagging you in case you want to pivot last minute : ) _______________ Hi, I’m Medha! I’m a former chef now becoming an entertainment attorney. This is day 40/100 of the 100 post challenge I (willingly) imposed on myself. This is 2 days late 😅 but here we are! I was inspired to start this series after seeing Danielle Alvarez start this challenge.

October marks the one-year anniversary of Robeco’s Fashion Engagement Strategy. To celebrate we’re gifting you with some snippets of insight into fashion’s future. So keep reading and stay tuned. 🚀 Women’s sports have surged in popularity, generating more than $1 billion in global revenues in 2024. 💄 Beauty brands are capitalizing on the business boom to create more buzz around their products. Major sporting venues, like the Olympics, provide excellent opportunities for brands to use female athletes as well as entire sports teams to showcase their products. 🥇 As sponsors and partners, brands are harnessing the agility, fame and influence of top athletes, such as American gymnast Simone Biles and US track-and-field star Allyson Felix to accelerate product sales. 🤸♂️ The growing fanbase for women’s sports, coupled with the push for gender parity, presents a lucrative opportunities for beauty companies. 💵 Despite larger crowds and mass-market exposure, marketing beauty in sports still faces its own set of hurdles. 🧗♀️ Taking advantage of increasing viewing audiences requires creativity, as products are hard to see and promote on the field or court. Successful brands have navigated this challenge by leveraging digital platforms, social media, and athlete endorsements to boost visibility. 🤩 As investors, we are keeping our fingers on the pulse of this palpable synergy between women’s sports and beauty brands which is lifting both industries to new heights. 👉 To find out more about how we invest in the future of fashion, visit: https://ro-be.co/2p89nvy2 #Olympics #BeautyBrands #FashionAndSports #SustainableInvesting #EmpowerWomen #FashionInvestments #thematicinvesting

☝ Room to grow: Women’s Sports Apparel. Recently, I saw an article on AdWeek highlighting how women's sports are coming to the center stage. According to Deloitte research, women's sports will generate a whopping $1.28 BILLION in 2024, a nearly 300% jump from just three years ago! It isn’t a future trend; it’s happening now. But many brands aren't ready yet. Many are still stuck in the pink jersey phase, ignoring the unique needs of female athletes.  This one-size-fits-all mentality won't cut it anymore. Here's the winning formula: 🏀 From youth leagues to pro athletes, women's sports deserve serious investment in research and development. Cater to the specific needs of the female body throughout their lives, not just with a quick pink makeover. ⚾ Let's get rid of the narratives that put 'looks' ahead of competition. Girls can be strong and stylish! Market to ALL girls, and celebrate their drive to win. Uniforms must be performance-optimized, but athletes often have to advocate for uniform changes to perform at their best. For example, last year, the England Women's Field Hockey team fighting for the right to wear shorts during competition. That's just one case of the systemic barriers keeping girls out of sports. ↪ Brands like Nike are leading the charge with their women-specific Phantom Luna cleats. They listened, researched, and designed for peak female performance. The result? A top-selling cleat loved by women athletes. So, what is my conclusion? The businesses that understand the full potential of their female audiences will win in the long run. Don't miss out! Let's keep the conversation going! Share your thoughts in the comments below. Have you noticed the changes? P.S. This photo shows how the world has changed. But it's only the beginning!

Top athletes are increasingly enriched by savvy brands who want to work symbiotically with them. So the Unsponsored project by New York shop 'Bandit' is one of freshest approaches to talent in years. Athletes who aren’t yet household names often wear product despite not being paid to endorse it but product benefit (comfort and performance) alone are not sufficient for those athletes who struggle to make a living. And their potential feats would still positively endorse whatever apparel brand they've chosen to wear. For brand sponsorship teams, there is less incentive to sponsor 2nd tier talent who are already wearing your gear of course. Step forward Bandit. They hand out a flexible 2 week contract complete with a get out clause for each athlete, so signing them to a small deal designed to elevate not constrain. Their stand out styling is blank and all black, so the lack of brand immediately signifies that this athlete is not being paid - whilst being literally on the start line adjacent to an athlete who is. And it openly signals to brands that they don’t yet have a large paying sponsor and so raises awareness of their availability instantly. It places the athlete on a stage in front of those who might want to be their new paid partner. It means athletes actually Identify on being unsponsored, and props up amazing individuals whilst casting nothing but positive glow back onto the brand.

𝗟𝘂𝘅𝘂𝗿𝘆 𝗮𝗻𝗱 𝗦𝗽𝗼𝗿𝘁𝘀 𝗺𝗮𝗿𝗿𝗶𝗮𝗴𝗲: 𝗟𝗩𝗠𝗛 𝗮𝗻𝗱 𝗣𝗮𝗿𝗶𝘀 𝟮𝟬𝟮𝟰 𝗢𝗹𝘆𝗺𝗽𝗶𝗰𝘀 🏅✨ I had to talk about this! Let's dive into how the world of high fashion and the largest sports event on the planet are coming together in a big way with LVMH sponsorship: 🔸 Unprecedented Investment: LVMH has committed approximately €150 million ($166 million) to become a Premium Partner of the Paris 2024 Games, a historic first for the luxury conglomerate. 🔸Global Visibility: With an estimated audience of over 1 billion viewers and 326,000 in-person attendees, the Olympic Games provide an unparalleled platform for brand exposure. 🔸 Craftsmanship: LVMH’s artisans will design the Olympic and Paralympic medals, with CHAUMET crafting them. Louis Vuitton will create bespoke trunks for the medals and the Olympic torch. 🔸Athlete Outfits: Berluti will create the official outfits for the French Olympic and Paralympic teams for the opening ceremonies. 🔸Torch Relay Participation: SEPHORA will be actively involved in the Olympic Torch Relay, supporting various segments of the journey. Why This Matters for Brands: 🌟 Brand Affinity and Awareness: Associating with the Olympics helps LVMH leverage the universal appeal and values of excellence, passion, and unity. This raises awareness globally, transcending the traditional luxury consumer base. 🌟 Strategic Retail Expansion: By positioning flagship stores and pop-up shops at prime locations across Paris, the brand aims to capture increased footfall and drive sales during the Games. 🌟 Cultural and Social Impact: The group is partnering with local charities to support vulnerable youth, funding sports association memberships and training programs, thus aligning luxury with meaningful community engagement. Challenges and Controversies ⭕ Market Limitations: Initially, the sponsorship deal restricted LVMH’s rights to France, challenging the brand since France represents only 8% of its market. ⭕ Ethical Concerns: Organisations like PETA have criticised LVMH for its use of fur and exotic skins. This controversy highlights potential reputational risks. ⭕ Social and Political Climate: France has faced protests and unrest related to various socio-political issues, including pension reforms and economic challenges. Promoting luxury brands in such an environment might be perceived negatively amid declining purchasing power. ⭕ Inflation and Budget Constraints: Rising inflation has forced the Paris 2024 organisers to increase the budget, impacting sponsors like LVMH who need to adjust their financial commitments and strategies. 📣 How do you think LVMH's sponsorship of the Paris 2024 Olympics will impact the brand's image and its relationship with the general public? #LVMH #Paris2024 #Olympics #LuxuryFashion #BrandStrategy #SportsMarketing #RetailExpansion #CulturalImpact #Chaumet #LouisVuitton #Dior #FashionMeetsSports

Very interesting article by The Business of Fashion about the potential of Athlete's endorsement and sponsorship. Not only will it benefit both sports viewerships and fan engagement but also the brand the athletes are wearing. We are pretty convinced we will see many more brand collaborations between teams and athletes like we saw during the Las Vegas Grand Prix. Which brand collaboration would you like to see in 2024 ? #sportsmarketing #brandcollaboration #fashion #sports