3 weeks ago
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Luxury brands are increasingly turning to young athletes as ambassadors to tap into their authenticity and global cultural relevance. Compared to traditional celebrities, athletes often better resonate with Gen Z and millennial consumers who value transparency and purpose-driven marketing — athletes are often seen as more authentic than celebrity faces.
In July, Canadian luxury outerwear brand Mackage launched its latest “Protect Your Craft” campaign, for fall 2024, featuring football club Manchester City’s star defender, Joško Gvardiol. Gvardiol has been known as the most expensive defender in football history since his £77 million ($94.5 million) transfer to Manchester City in 2023.
To ensure significant attention, the campaign debuted just before Manchester City’s pre-season match against AC Milan at NYC’s Yankee Stadium. Within the first six weeks, the campaign garnered over 639 million impressions across 60 global publications. And the corresponding Instagram Reels video received 10 times more views than the brand’s other videos, on average. Gvardiol has 1.5 million Instagram followers, which helped amplify the reach of the campaign to audiences across Europe, Asia and North America.
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