When fashion world plays a crucial role in the realm of sports
Author: Tanatcha Devahastin | Photographer: -
Aug 07, 2024
“…It is undeniable that fashion has become significantly involved in the world of sports. Whether it’s LVMH serves as a major sponsor for the 2024 Olympic Games in Paris, or fashion brands unveiling special collections designed in collaboration with athletes, as well as the film Challenger, where actors promoted the movie in sportswear from renowned designer brands, and much more…”
Fashion has long been involved in the world of sports. For instance, the watch brand, Rolex, has been a leader in sponsoring various sports such as tennis, motorsport, equestrianism, golf, skiing, and yachting continuously since the 20th century. Therefore, we saw the two champions, Carlos Alcaraz and Roger Federer, wearing Rolex watches while receiving their trophies.
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In 1992, the Japanese fashion brand Issey Miyake made fashion history in the world of sports when they designed the Olympic uniforms for Lithuanian national team. The uniforms were distinguished by the brand's signature Pleats Please technique.
Polo Ralph Lauren, named after the designer's interest in sports, particularly polo, has provided long-standing sponsorship for Wimbledon and the U.S. Open and has designed the outfit for Team USA at the Olympics and Paralympics 2008, including this year's games in Paris. Also, Prada established Team Luna Rossa in 1997, among many other contributions.
Fashion brands have also collaborated with athletes to create numerous special collections, such as, Nike, who partnered with the famous basketball player Michael Jordan to create Jordan sneakers. Some fashion houses also appoint athletes as their brand ambassadors, such as tennis player, Jannik Sinner, who became a Gucci brand ambassador in 2022 and co-designed a custom duffle bag for him to carry at Roland Garros court, or Lewis Hamilton, who serves as a brand ambassador for Dior and as a guest designer for their lifestyle capsule collections.
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Also see: Olympic 2024: When sports competitions are connected with great cultural heritage