Can you actually imagine that, according to predictions, the world of sports and fashion could hit $21.22 billion by 2032? This statistic alone is a testament to how these two powerhouses work so well. And for those who’re keen, you’ll agree that global sporting events really affect how we think about dressing.
Plus, the influence of athletes isn’t just limited to their attire in the competition. The casual, relaxed styles they adopt while walking through the airport or attending press conferences have sparked an entire interest in streetwear. That explains the reason for the resurgence of the 1990 oversized hoodies and flared jeans, among other styles.
To learn more about this connection, read on.
A Marketing Tool
Think of a scenario where you are stranded about choosing a brand to transact with. In the midst of this confusion, a friend you trust so much recommends one of the brands. There is a high chance that you will go for it just because you trust your friend.
And this perfectly aligns with WiserNotify, who claims that over eight in ten customers need to trust a brand before transacting. Realizing such preferences, fashion brands are now taking advantage of the global influence of various sporting events and stars to attract more customers.
A great consideration of this would be when Gucci partnered with Italian tennis player Jannik Sinner. You may be surprised to learn that this was the first time in Wimbledon’s history that a player sported a luxury logo bag with the player’s embroidered name.
Another example is when renowned football team Arsenal collaborated with a UK-based streetwear brand, Maharishi. Since fans trust and regard these teams highly, partnering with them can also improve a brand’s reputation. This way, fashion brands can increase the likelihood of fans purchasing from them, resulting in better business performance.
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And beyond that, such collaborations provide a great opportunity to position your brand to new audiences. Let’s take the 2022 World Cup, for instance. Do you actually know that more than 1.5 billion tuned in to watch the final match between Argentina and France? Well, this is already a huge population to ignore, especially for businesses targeting the global audience.
Influencing Fashion Trends
We have already hinted at how athletes are contributing to the resurgence of trends popular in the past. This is a perfect example of how sports can affect fashion trends.
To put this into more perspective, here are a few more practical examples of the Super Bowl halftime show:
- Kendrick Lamar’s 2025 halftime performance: His custom Martine Rose jacket and Celine jeans sparked conversations about fashion trends. In fact, a good number of fans bought merchandise tied to his performance, allowing him to connect more personally with them.
- Beyoncé’s 2013 halftime performance: Her gold ensemble was iconic.
- Rihanna’s 2023 halftime performance: Her pregnancy reveal sparked discussions about maternity fashion.
Do you remember when Serena Williams won the Fashion Icon Award at the CFDA Awards in 2023? This made her the first athlete in history to receive such an award and revealed a new trend in which wearing athletic gear wasn’t just about comfort.
People are now combining comfort with style. In fact, the allure of athleisure is increasing, given that it’s both stylish and practical. For instance, Adidas recently reported a surge in its popular shoes, including Superstar and Ultraboost, showing just how much people love sportswear.
What is Our Final Word?
It shouldn’t come as a surprise at all that Zion Market Research expects the global sports apparel industry to grow by a CAGR of 6.54%. These two powerhouses have embraced each other in a love affair that’s mutually beneficial.
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For instance, fashion brands are taking advantage of the global influence of various sports to improve their brand reputation. This relationship has also seen styles like oversized outfits that were popular in the yesteryears come back. And if things continue this way, the relationship between the two industries may become even more dynamic in the coming years.
