In the late 1990s, a significant transformation took place on magazine covers, as movie stars began to replace models as the preferred faces. Fast forward 25 years, and another shift is happening: athletes are becoming the new icons of style and influence, redefining the intersection of sports and fashion.
This shift is not limited to men’s fashion, where athletes have traditionally been prominent due to gender stereotypes, but extends into all areas of fashion. Brands like Skims, which reached a $4 billion valuation, have effectively leveraged the star power of athletes like Neymar, Shai Gilgeous-Alexander, and Sunisa Lee in their campaigns.
We are now in an era of hyper-personalization, where sports might be the only domain that intersects across diverse age, racial, socio-economic, religious, or political lines, making it a significant unifying force. This evolution is not merely about swapping one type of celebrity for another; it signifies a deeper change in how culture is consumed and communities are formed.
With movie theaters losing ground to streaming services, concerts and sports events have become the new epicenters of shared cultural experiences. Prominent musical artists have avoided formal brand alliances, while athletes have seized the opportunity to step into the fashion spotlight. Athletes often forge deeper emotional connections with the public than film or music stars, which is evident in the growing presence of athletes at major fashion events.
At this year’s Met Gala, sports figures like Maria Sharapova and Dwyane Wade walked the red carpet alongside Hollywood stars. Sprinter Sha’Carri Richardson appeared on the digital cover of Vogue, and Vogue World in Paris featured Serena and Venus Williams, NFL quarterback Joe Burrow, and NBA star Victor Wembanyama.
Fashion brands are eager to collaborate with top athletes, sparking a talent arms race. The front rows of Louis Vuitton and Prada are now filled with sports stars, and luxury brands are increasingly featuring athletes in their campaigns. Louis Vuitton’s recent ad campaign included tennis legends Roger Federer and Rafael Nadal, while Gucci’s billboards showcase tennis player Jannik Sinner. As part of their Paris Games sponsorship, LVMH has signed Olympic athletes like swimmer Léon Marchand and rugby player Antoine Dupont as brand ambassadors. Dior has gone even further, enlisting 18 athletes to represent its brand.
Athletes, in turn, have embraced their roles as influencers, leveraging social media platforms like Instagram, YouTube, and Twitter to build extensive networks around their fame. This trend is particularly evident in sports like the WNBA, where players use every game as a fashion showcase, sporting brands like Prada, Fendi, and Louis Vuitton.
With the advent of Name, Image, and Likeness (NIL) rights, young athletes are taking control of their personal brands early in their careers. Athletes now see the value in brand-building through fashion, using each game as an opportunity to showcase their style and personality.
This trend signifies a broader cultural shift, where athletes are not just endorsers but active participants in the fashion industry. They seek long-term partnerships, creative control, and equity in the brands they represent. As athletes continue to shape the fashion landscape, their influence will likely grow, blending the worlds of sports and fashion in unprecedented ways.