Krista Greenberg’s Post

The interplay between sports and fashion is not just a trend; it is a significant cultural shift. Recently, we have seen sports' influence in the fashion industry soar by an impressive 35% year-over-year, with the Earned Media Value (EMV) escalating to new heights. This surge, now quantified in billions, underlines the increasing importance of sports in shaping fashion trends and consumer engagement. As someone who follows the ATP Tour rankings and never misses a Sunday F1 race, the intersection of these two worlds is particularly fascinating. We see this in the strategic partnerships of brands like Gucci with tennis next-gen Jannik Sinner, and the fashion statements made by Formula 1 icons like Lewis Hamilton. These instances represent more than mere endorsements; they signify a deeper integration of sports personas in the fashion narrative. This year, we have even seen Kim Kardashian's collaboration with the National Basketball Association (NBA), where the fusion of sports, fashion, and lifestyle becomes increasingly seamless. Athletes today are not just sports figures; they are influential brand ambassadors, shaping consumer perceptions and driving trends. This is post one of many to come regarding the merge of sports & fashion, in which we will see how this synergy is not just reshaping brand strategies but is also redefining the definition of a fashion icon in the contemporary world.

♻ Recent developments in the 𝐟𝐚𝐬𝐡𝐢𝐨𝐧 𝐥𝐮𝐱𝐮𝐫𝐲 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 are reshaping the landscape,... ... with notable occurrences shaping 3 𝐤𝐞𝐲 𝐭𝐨𝐩𝐢𝐜𝐬 I expect will dominate in 2024: 1️⃣ 𝐑𝐞𝐜𝐥𝐚𝐢𝐦𝐢𝐧𝐠 𝐂𝐨𝐧𝐭𝐫𝐨𝐥 [𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒄 𝒇𝒐𝒓𝒆𝒔𝒊𝒈𝒉𝒕] →The founding family of TOD'S, is making a second attempt to take the company private within a span of less than two years. This time, they are partnering with L Catterton, a private equity firm backed by France's LVMH. →In a separate development, Jaclyn Johnson, who sold her female founder-focused events company Create & Cultivate in 2021 for $22 million, is now repurchasing it at a reduced valuation. She intends to return the company to its roots with a focus on in-person events. These instances highlight the importance of ownership and strategic decision-making in navigating the industry's evolving landscape. 2️⃣ 𝐓𝐡𝐞 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐢𝐧𝐠 𝐢𝐧𝐭𝐞𝐫𝐬𝐞𝐜𝐭𝐢𝐨𝐧 𝐨𝐟 𝐟𝐚𝐬𝐡𝐢𝐨𝐧 𝐚𝐧𝐝 𝐬𝐩𝐨𝐫𝐭𝐬 [𝒄𝒐𝒍𝒍𝒂𝒃𝒐𝒓𝒂𝒕𝒊𝒐𝒏] →HUGO, a brand under HUGO BOSS, ventures into sports sponsorship with its partnership with the VCARB F1 team. As the team's official apparel partner, HUGO sees this collaboration as a prime opportunity to connect with a global audience. →In a similar vein, Charlotte Tilbury Beauty makes history as the first beauty brand and female-founded brand to partner with F1 ACADEMY 2024. This sponsorship underscores Charlotte Tilbury's commitment to empowering women in sports. →AC Milan's innovative global marketing strategy includes high-profile fashion partnerships, notably with Off-White as its "style partner and culture curator," producing campaigns with Vogue Italia and e-commerce sales soaring 69% on launch day. These partnerships not only boost brand visibility but also tap into the widespread appeal of sports culture, presenting new avenues for brand engagement and market expansion. 3️⃣ 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬 𝐛𝐞𝐲𝐨𝐧𝐝 𝐭𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐜𝐡𝐚𝐧𝐧𝐞𝐥𝐬 [𝒊𝒏𝒏𝒐𝒗𝒂𝒕𝒊𝒐𝒏] →LVMH's venture into the entertainment industry, spearheaded by 22 Montaigne Entertainment and Superconnector Studios, signifies a bold leap into storytelling and content creation. This move reflects a broader trend of luxury brands diversifying their portfolios and exploring innovative avenues to connect with consumers beyond traditional channels. 🖐🏽 These developments underscore the dynamic nature of the fashion luxury sector, where 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧, 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧, 𝐚𝐧𝐝 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐟𝐨𝐫𝐞𝐬𝐢𝐠𝐡𝐭 are essential. #FashionIndustry #LuxuryMarket #BusinessTrends #Innovation

Great breakdown by Gemma Monclús Matamala on what’s reshaping the #LuxuryFashion industry. A huge one that I’m glad she brought attention to is the intersection of fashion and sports. It’s something that I’ve brought attention to in the past and that we’re seeing now more than ever. I’m excited to see how these developments continue to shape the industry for the better in 2024 and challenge brands to think outside the box in the experiences they build. #Luxury #LuxuryIndustry #Fashion #LuxuryBrands

Want to see a killer example of a strategic partnership? Look no further than JUDE BELLINGHAM X LOUIS VUITTON. This collaboration is a masterclass in brand alignment. Here’s why it works so well: ➡ Mutual Brand Value: Bellingham’s rising profile in sports and culture perfectly complements Louis Vuitton’s luxury image. Both gain from this powerful association. ➡ Shared Audience Connection: Bellingham’s younger, fashion-forward fans overlap with LV’s target market. This partnership deepens engagement with a shared demographic. ➡ Cultural Relevance: Partnering with a young, influential athlete keeps Louis Vuitton relevant and appealing across global markets, bridging sports and fashion. ➡ Storytelling Gold: Bellingham’s journey from football prodigy to fashion icon adds layers to Louis Vuitton’s narrative of innovation and excellence. ➡ Maximised Visibility: Bellingham’s reach goes beyond the football field, bringing Louis Vuitton into new social media and fashion conversations. This partnership isn’t just about putting a name on a product; It’s about creating mutual growth and cross industry alignment Love it ! PS - What brands could you align with out of your core sector to grow your presence ?

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

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

📍Sport in Paris Fashion Week 🖌️ Headline: How Athletes Became Fashion Week Royalty ? It’s not just sports superstars sitting front row at fashion week. Today, luxury labels are looking to work with emerging athletes from niche sports, giving rise to new dealmakers who match brands with eager skateboarders, boxers and rugby players. 🔵It’s now common for athletes to walk in fashion shows, front brand campaigns and work as ambassadors for luxury houses. ⚪️Brands increasingly seek to work with athletes from niche sports, with fewer pre-existing brand deals. 🔴But partnering with athletes comes with challenges, such as their ever-changing schedules and fans’ perceptions of what they should and shouldn’t do with their free time. 🚀Our take : The downside of athletes endorsing products is that their popularity and performance are directly related, so there is a certain level of risk involved. Additionally, as non-professional celebrities, athletes' commercial activities and performances may be restricted, including conflicts with club and national team schedules, as well as conflicts of interest. If the "betting" is successful, such as winning a major championship, the payoff can be huge. Therefore, finding sports endorsers is a high-risk, high-reward business endeavor. Without a doubt, as street fashion continues to dominate fashion weeks, the trend of athleticism is just beginning.

Luxury companies embrace sport to harness cultural capital If you’ve been watching the Olympics, you may have noticed that the winners receive their medals on Louis Vuitton trays. LVMH-owned CHAUMET also produced the medals, each with a small piece of metal from the Eiffel Tower. Many other LVMH-owned brands have a presence in Paris through a sponsorship deal worth an estimated € 150 million. But LVMH is not alone. Prada Group is a sponsor of China’s women’s football team. Zegna’s Thom Browne has dressed FC Barcelona; Loro Piana is the official outfitter of Juventus Football Club and Chivas Brothers has sponsored Manchester United. Tiffany & Co. has sponsored the NBA. Aston Martin F1 Team re-entered the world of Formula 1 in 2021/22 after decades’ long absence. So why is luxury embracing sport even more than before? Live viewing sets sport apart One of the biggest differences between sport and nearly every other form of entertainment – that is often streamed - is that you must watch it live to be engaged in the cultural conversation. This means that it drives a huge volume of live viewers, that is very valuable for brands. Appeal to a broader audience Embracing a wide range of sports is also a way for luxury brands to appeal to a broader, more aspirational audience. For whilst historically luxury brands were involved in moneyed sports such as sailing (Prada); polo (Ralph Lauren); and tennis (ROLEX, TISSOT), today many have embraced sports such as football and F1. Netflix documentaries have boosted sports’ appeal Netflix documentaries about particular sportsmen (eg. David Beckham) and sports (eg. Such as F1 through Drive to Survive) have increased the interest and engagement in many sports, and in some cases drawn in the female viewer. Sports stars most followed on social media Sports stars have become the new Hollywood. Cristiano Ronaldo is the most followed celebrity on social media, with greater numbers (917 million) than any Hollywood celebrity, such as Selena Gomez (688 million followers). So, sport has become one of the key ways in which luxury brands are harnessing cultural capital and I only see this trend continuing. I’d love to know what you think. Smith Square Partners #sport #fashion #luxury #culturalcapital https://lnkd.in/escmVXFB .

Leveraging the surging commercial and cultural significance of sports is increasingly becoming a central focus for fashion and luxury brands. Successful sports-marketing strategies now revolve around establishing enduring, collaborative partnerships with athletes and organizations that align with a brand’s target consumers. https://lnkd.in/eYFnri98

LVMH Goes #Hollywood: A Bold Move in Luxury Storytelling or a Gamble? Luxury giant LVMH has made a strategic splash with the launch of 22 Montaigne Entertainment, a platform dedicated to developing film, TV, and audio productions across its iconic brands like Louis Vuitton, Dior, and Bulgari. This move signals a bold shift in storytelling, leveraging the untapped potential of centuries-old legacies to bridge the gap between luxury and entertainment. 🤙 Key Points: Untapped Potential: LVMH aims to unlock the hidden narratives within its Maisons, offering premium content that enriches the customer experience. Think documentaries, biopics, or even scripted series inspired by the brands' rich histories and cultural impact. Strategic Evolution: This venture goes beyond product placement. LVMH seeks collaborations that resonate with each brand's heritage, values, and target audience. Imagine a Louis Vuitton film with the sophistication of "The Great Gatsby" or a Dior documentary exploring the brand's artistic influence. Powerhouse Partnership: Superconnector Studios, a California-based media company, brings expertise in co-developing and co-producing entertainment properties. This collaboration ensures industry know-how alongside LVMH's brand understanding. The Luxury-Entertainment Intersection: This move capitalizes on the growing synergy between these two worlds. High-end fashion houses are increasingly partnering with Hollywood, leveraging celebrity power and storytelling to engage audiences on deeper levels. 🤙 Questions ?? Is this a wise move for LVMH, or could it dilute brand image? What kind of content would resonate with luxury consumers? How can LVMH ensure authenticity while exploring new storytelling avenues? Will other luxury brands follow suit? Share your thoughts on this bold move by LVMH! What kind of content would you like to see from 22 Montaigne Entertainment? #LuxuryStorytelling #MediaDisruption #LVMH #Media #Luxury #Entertainment