Game Changers: How athletes are redefining luxury fashion’s marketing playbook

Athletes and luxury brands — two seemingly distinct worlds that, over the past few years, have become inseparable, bringing new energy to both industries. In a marketplace where consumers are increasingly demanding authenticity, luxury brands are pivoting to sports partnerships to connect with their audiences. Forget digitally native influencers — athletes are now the ultimate ambassadors of luxury, combining their aspirational lifestyles with a sense of relatability that’s hard to beat.

The Paris 2024 Olympics put this evolution on full display, with LVMH, Dior and Louis Vuitton among luxury companies that secured major visibility by partnering with athletes. According to Launchmetrics’ Olympics Marketing Report, released on September 19, athletes accounted for over 70% of the event’s top celebrity voices, driving $12.9 billion in media impact value for luxury brands. The takeaway: When it comes to celebrity endorsements, athletes who embody the values of hard work, authenticity and resilience are resonating with today’s increasingly conscientious consumers.

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