Sports and Fashion: A Powerful Fusion
Sports are having a bigger influence on fashion than ever before. The 2024 Olympics, sponsored for the first time by luxury giant LVMH, have become a cultural phenomenon, dominating everything from airwaves and TikTok videos to dinner party conversations. The film Challengers, featuring Zendaya, took inspiration from tennis not just on-screen but also in Zendaya’s stunning red carpet looks during her press tour. Meanwhile, luxury brands are increasingly dressing athletes, with Prada outfitting WNBA rookie Caitlin Clark and Dior teaming up with Formula One superstar Lewis Hamilton as a guest designer. Gucci has also collaborated with tennis sensation Jannik Sinner, recently named the world’s top player.
A Legacy of Fashion and Sports Collaboration
The relationship between fashion and sports isn’t new; it’s deeply rooted in history. Brands like Rolex, TAG Heuer, and Ralph Lauren have been intertwined with the sports world for decades, with Rolex sponsoring elite sporting events and athletes such as Roger Federer for years. Nike revolutionized the athlete endorsement model with Michael Jordan and the iconic Air Jordan sneakers. Now, the intersection of sports and fashion is more visible than ever, as these two worlds collide in new and exciting ways.
Heritage and History: The Foundations of a Long-Standing Partnership
Rolex has long been a pioneer in sports sponsorship, with a history that dates back to the early 20th century. The Swiss watchmaker supports top-tier events across various sports, from tennis and motorsport to equestrianism and yachting. Rolex’s iconic green-and-yellow logo is a familiar sight at Formula One tracks and outside the courts of Roland-Garros. The brand’s association with elite sports is so strong that champions like Carlos Alcaraz and Roger Federer are often seen with Rolex timepieces on their wrists as they lift their trophies.
Ralph Lauren has also been a key player in the sports world, with its Polo brand named after the equestrian game. The brand has a long-standing partnership with Wimbledon and the U.S. Open and has been outfitting Team USA at the Olympic and Paralympic Games since 2008. For the 2024 Paris Games, Ralph Lauren continues this tradition, with David Lauren, the brand’s chief branding and innovation officer, expressing the honor of defining the look of the American delegation. Celebrities like Sienna Miller have sported head-to-toe Ralph Lauren at Wimbledon, while athletes like LeBron James wear custom pieces at the Olympics, embodying the pinnacle of American sporting fashion.
TAG Heuer, another iconic brand, has a rich history in sports, particularly in precision timekeeping. As Nicholas Biebuyck, TAG Heuer’s heritage director, notes, the brand has been involved in the worlds of motorsports, aviation, and sailing since the early 20th century. Today, TAG Heuer continues to be a major player in these arenas, serving as the official timekeeper for events like the Indy 500 and the Regatta di Primavera.
Luxury fashion brands have increasingly been drawn to the sporting world. Loro Piana, for example, is set to participate in the 69th edition of the Tre Golfi Sailing Week in 2024, while Prada founded Team Luna Rossa in 1997. Louis Vuitton celebrated its role as the title partner for the 37th America’s Cup in Barcelona. All signs point to the growing synergy between fashion and sports.
Sports on the Big Screen and Red Carpet
The film Challengers, directed by Luca Guadagnino and starring Zendaya, Josh O’Connor, and Mike Faist, places sports at the forefront, both on-screen and in the fashion choices for the press tour. The tennis-centric film’s costumes were designed by Jonathan Anderson, who dressed Zendaya in pieces from his brands Loewe and JW Anderson. On the red carpet, Zendaya’s stylist, Law Roach, curated a series of tennis-inspired looks, including a custom Thom Browne dress embroidered with tennis racquets and Loewe shoes featuring tennis balls in the heels. Zendaya’s association with sports doesn’t stop there—she was recently announced as the latest brand ambassador for athletic brand On.
Formula One and Motorsport’s Fashion Surge
Interest in Formula One and motorsport has skyrocketed, thanks in part to Netflix’s Drive to Survive and drivers like Lewis Hamilton, Charles Leclerc, and Carlos Sainz, whose Instagram followings are in the tens of millions. Hamilton, who appeared on the cover of WSJ Magazine as the first-ever sports innovator of the year, was announced as Dior’s latest ambassador and guest designer of a lifestyle capsule in June 2024. He has also been a regular at the Met Gala, hosting emerging Black designers at his table in 2021. Leclerc and Sainz recently featured in a Ferrari-themed shoot for Vogue Italia alongside model Irina Shayk. The paddock style of these drivers—and that of their significant others—has drawn increasing attention, with looks from designers like Brunello Cucinelli and Bottega Veneta. Ferrari, known for its cars and racing, even launched a ready-to-wear fashion brand under Rocco Iannone, debuting its first collection at Milan Fashion Week for Spring 2022.
As sports and fashion continue to intertwine, it’s clear that the influence of athletes and sporting culture on the fashion industry will only grow stronger.
