Agenda-setting intelligence, analysis and advice for the global fashion community.
Courtney Mays’ roster of athlete clients is large enough to form an impressive basketball team.
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Fashion and football have a complicated history, but labels from Dior to Moncler now see major opportunities in the world’s most popular sport.
The pre-game arena entrance is now a big business as more basketball players craft their personal brands, with the likes of Burberry, Thom Browne and Marni angling to dress athletes.
A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.
High-profile athletes used to make money by inking licensing deals with retailers that use their names on jerseys and shorts. Today, sports stars like Russell Westbrook and Megan Rapinoe are launching their own labels, with full financial and creative control.
Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.
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Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?
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