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Why Luxury Brands Are Pivoting to Athletes

In the key China market, sports stars are an increasingly popular choice for luxury brands aiming to broaden their appeal while limiting their exposure to scandal-prone entertainers.
Prada has dressed Chinese athletes for a Douyin campaign, including marathon runner Li Zhixuan, seen here crossing the finishing line during the Asian Games in Oct., 2023 in Hangzhou, China.
Prada has dressed Chinese athletes for campaigns on Douyin, including one featuring marathon runner Li Zhixuan, seen here crossing the finishing line during the Asian Games in Oct., 2023 in Hangzhou, China. (Getty Images)
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BoF PROFESSIONAL

On Friday, Tiffany & Co announced that it will for the first time serve as an official partner of the Shanghai Marathon. At the end of the month, the top three finishers of the race in both the men’s and women’s categories will all receive medals designed by the luxury brand. That same day, Chanel held its cruise show in Shenzhen, creating its own version of a basketball court for the runway.

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About the author
Tiffany Ap

Tiffany Ap is Senior Correspondent at The Business of Fashion. She is based in New York and covers marketing and the critical China market.

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