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Has Fashion’s Convergence With Sports Gone Too Far?

The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.
Kyle Kuzma tunnel walk.
Last month, the Washington Wizards' Kyle Kuzma said he would no longer be flexing his high fashion looks in the NBA's pre-game tunnel walks. (Getty Images)
By
BoF PROFESSIONAL

In just the past few days, Jerry Lorenzo’s Fear of God Essentials label announced a partnership with the NBA and the WNBA; F1 driver Lewis Hamilton and rapper Tyler, The Creator released a collaboration between their respective fashion lines; and Lanvin kicked off a deal as the new off-court fashion partner of French basketball team AS Monaco.

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Further Reading

The Football Team That Finally Got Fashion Right

Vogue-produced campaigns, streetwear tie-ups, fashion week events and special relationships with Off-White and Puma have helped Italian giant AC Milan infiltrate the industry where other teams have fallen short.

Fashion’s Sports Obsession Is No Accident

The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.

Inside New Balance’s Plan to Become a $10 Billion Sportswear Giant

In under a decade, the Boston-based company transformed itself from a brand for dads and runners into one of the hottest players in the sneaker world. Now, it’s using the Olympics and an expanding roster of collaborators, athlete partners and sports categories as catalysts to achieve its lofty ambitions.

About the author
Daniel-Yaw Miller

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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