Towards the end of the 20th century, a remarkable shift occurred on magazine covers. Instead of featuring models, these visual spaces began to be dominated by cinema stars. Linda Wells, who was the editor of the Allure beauty magazine in 1998, stated to her team that models were no longer attracting interest. We are currently experiencing another such significant shift with sports stars taking the place of movie actors. Athletes are emerging as the new face of not only menswear but encompassing all aspects of fashion.
‘Sports personalities are the modern movie stars,’ stated Jens Grede, one of the founders of Skims. According to him, we’re in the era of hyper-customization and society lacks significant cultural convergence points. Sports has now filled this gap and become an instrument for unity amongst varying age, racial, socio-economic, religious, and political groups.
Antoine Arnault, who heads the image and environmental division at LVMH, opined during a Times event that athletes perhaps forge a deeper emotional connect with the public than stars of cinema or music. Arnault argued that since everyone can or has the chance to participate in sports, unlike singing or acting, the connection with sports stars is more universally relatable.
The current transition is not just about celebrity substitution. It signifies a profound change in our cultural perception, consumption methods, and the way we form communities. Furthermore, it also reflects the shifting dynamics of power between personal and actual brands.
With the advent of streaming platforms and new entertainment forms, the shared cultural experience that movies and movie theaters provided is dwindling. The vacuum created has been filled by concerts and sporting events. However, globally recognized music artists like Taylor Swift and Beyoncé have decided to maintain an aloof stance from brands, exerting their influence in a diversified manner. As a result, athletes, who were previously minor players in the fashion world, now take center stage.
With the rise of athletes in popular culture, the fashion industry has had to shift gears. Athletes are now the main attraction. For instance, the two most followed personalities on Instagram are Cristiano Ronaldo and Lionel Messi, boasting an impressive follower count of a billion between them. Their direct connection with their audience is unparalleled, and this fact hasn’t escaped the fashion industry.
This paradigm shift was evident at the Met Gala this year, where sports stars like Maria Sharapova, Dwyane Wade, Ben Simmons, and Angel Reese shared the red carpet with celebrity hosts like Zendaya and Jennifer Lopez. High-profile sporting celebrities like Serena and Venus Williams, Joe Burrow, and Victor Wembanyama featured in runway roles at Vogue World in Paris. Athletes like Simone Biles and Serena Williams have been featured on Vogue covers numerous times.
Furthermore, sports personalities are becoming regular fixtures on prestigious ads and high fashion front rows. Roger Federer and Rafael Nadal were the faces of Louis Vuitton’s recent heritage ad campaign, and Gucci’s billboards highlighted Jannik Sinner. LVMH has partnered with five Olympic athletes for their respective brand campaigns, including swimmer Léon Marchand and rugby player Antoine Dupont. Dior has taken the association a step further, appointing 18 athletes as brand ambassadors.
These developments coincide with a shift in athletes’ self-perception: from perceiving themselves strictly as sportspeople to aligning more with influencers. Instagram, YouTube, and other platforms have opened up possibilities for these athletes to cultivate a considerable following that extends beyond their sports fame.
Unlike musicians or movie stars who may have a few concert or fashion events, athletes have more moments to express their style and individuality throughout the season. Candace Parker, former WNBA star and the first president of Adidas Women’s Basketball, noted that every game is an opportunity for athletes to display their personas. Brands recognize this value and the follower count benefit it can bring.
Moreover, athletes are being pickier about their partnerships. They want longer-term deals, which enables aligning with their brand vision. Many athletes resist spreading themselves across numerous partnerships as they focus more on building their personalized brand.
This awareness of personal influence and monetary potential is now so strong among athletes that smaller brands often struggle to compete and have to depend on personal relationships instead. This has forced the bigger brands to recalibrate their strategies.
For example, Naomi Osaka specifically requested designer Yoon Ahn of Ambush and Nike to create outfits for her return to U.S. competition at the summer’s end. Brands are recognizing the need to embrace this change solidly.
It’s clear that athletes and fashion brands will continue to forge stronger bonds. Last week, Dior announced a novel collaboration with F1 driver Lewis Hamilton. Hamilton will not only be the face of the brand but will also co-design a line with Dior men’s artistic director Kim Jones.
Is it possible that in the near future we might see athletes appointed as creative directors at high-end fashion brands? Antoine Arnault reminds us that musician Pharrell Williams has already been hired as the creative director at Louis Vuitton. This could suggest that athletes could seize even more influential roles in the fashion world in the near future.