{"id":15309,"date":"2021-12-05T07:08:11","date_gmt":"2021-12-05T07:08:11","guid":{"rendered":"https:\/\/graziamagazine.com\/me\/?post_type=articles&p=15309"},"modified":"2021-12-11T13:29:29","modified_gmt":"2021-12-11T13:29:29","slug":"luxury-brand-endorsements","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/me\/articles\/luxury-brand-endorsements\/","title":{"rendered":"Luxury Brands Are Using Pro Athletes As Influencers, This Is Why It Works"},"content":{"rendered":"

Professional athletes have been creating buzz on the red carpet and in media by pairing up with luxury brands\u00a0influencer-style. Notable partnerships include Fendi dressing Olympic medalist Allyson Felix at this year’s Met Gala and English footballer Marcus Rashford partnering with Burberry<\/a> for his charity last month. As far-flung as the idea of the runway taking up space in the sports arena might seem, the benefits for each party involved outweighs any other preconceived\u00a0notions.\u00a0<\/span><\/p>\n

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Instagram @allysonfelix<\/figcaption><\/figure>\n

When one thinks of sports and fashion, their mind might immediately go to heavy hitters like Adidas, Nike, and Reebok. They’re brands with built-in compatibility for athlete endorsements that high-end fashion hadn’t tapped into to until recently. This interest comes at the heels of successful collaborations between brand entities like Louis Vuitton<\/a> and Supreme, which garnered LVMH<\/a> high-profit margins in 2017.\u00a0<\/span>The merchandise from this collaboration and LVMH’s most recent collaboration between Supreme and Tiffany & Co.<\/a>, have more than doubled in their resale value. This uptick indicates a high level of consumer interest in these kinds of partnerships. <\/span><\/p>\n

There’s also the streetwear<\/a> and athleisure<\/a> boom that took over high fashion in the past few years, between the late Virgil Abloh<\/a>\u00a0founding Off-White and spearheading menswear at Louis Vuitton and Kim Jones<\/a>‘s position at the helm of Dior<\/a>. Consumers are drawn to these styles for comfort and the creativity that goes into these designs. It also expanded the cultural perception of high-end fashion and opened the door for other companies to explore this potential, from working with professional athletes, experiential brand initiatives, and designing athletic wear. \u00a0<\/span><\/p>\n

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A post shared by Golden Goose (@goldengoose)<\/a><\/p>\n<\/div>\n<\/blockquote>\n