Fashion houses have long signed exclusive contracts with Hollywood stars and musical legends. These iconic figures are instantly recognizable and associated with the celebrity lifestyle’s glitz and glamor. However, a new trend is emerging, one that is seeing some of the biggest and most prominent labels collaborating with sports stars, with some of those sporting heroes launching their own fashion brands.
The global sports sponsorship market is worth approximately $65 billion and is expected to grow to almost $110 billion by 2030. Live sports can only be experienced in the moment, meaning huge audiences—over 120 million people watched the recent Super Bowl LVIII—have their eyes on the same thing at once, which puts dollar signs in commercial partners’ eyes. While an increasing number of athletes have put pen to paper on sponsorship deals with iconic brands such as https://uk.louisvuitton.com/eng-gb/homepage, Burberry, and Gucci, some business-savvy sports stars have created their own collaborations or launched fashion brands to vastly increase their earning potential.
Conor McGregor – UFC
The Ultimate Fighting Championship (UFC) is not a sport one associates with fashion; its often brutal clashes take centerstage. However, since Conor McGregor burst onto the scene in 2013, more and more UFC fighters have begun taking an interest in the lucrative world of fashion sponsorships. McGregor goes by the nickname “The Notorious” and is almost as famous for his fashion sense as he is for being one of the favorites with the best UFC betting sites. The former featherweight and lightweight double champion has various styles, including printed pants, three-piece suits, and form-fitting polo shirts. He even owns a pure white Gucci mink fur coat, which he sported during his historic boxing match with Floyd Mayweather Jr.
McGregor’s “boy boy” image and regular run-ins with law enforcement and other authorities have resulted in established fashion brands giving the Irishman a wide berth; they simply don’t want to risk reputational damage by being associated with McGregor and his eccentric and often controversial behavior. The lack of traditional sponsorship opportunities led McGregor to create his own fashion brand, August McGregor.
In partnership with luxury clothier David August, McGregor’s August McGregor is a menswear brand offering a range of casualwear and athleisure. From joggers and hooded sweatshirts to denim jeans and jackets, August McGregor makes it possible for McGregor fans to emulate his style. There is a suiting section on the August McGregor website, although this is currently empty. It won’t stay that way for long as McGregor is fond of a tailored suit.
Cristiano Ronaldo – Soccer
Cristiano Ronaldo is one of sports’ most recognizable athletes, so it makes perfect sense that the Portuguese soccer star has an extensive fashion range bearing his name. Ronaldo is the most popular sportsperson on social media, with over 905 million followers, leading to Ronaldo charging upwards of $1 million for a single sponsored post on Instagram.
Ronaldo has enjoyed dozens of lucrative sponsorship and endorsement deals throughout his illustrious career, and it was only a matter of time before he created and launched his own fashion brand. Ronaldo has not only created CR7 fashion, but the brand is all-encompassing across a range of products and services.
CR7, a combination of Ronaldo’s initials and his favored number seven jersey, launched in 2013 as an underwear collection but has since expanded into other areas. Fans of the five-time Ballon d’Or winner can now purchase fragrances, premium shirts, shoes, sunglasses, and eyewear. The CR7 brand extends beyond fashion with hotels, nutritional products, and bottled water. Ronaldo is making the most of his superstar status.
Serena Williams – Tennis
Serena Williams is arguably the greatest-ever female tennis player. During her 27-year career, she won 23 individual Grand Slam titles and earned almost $95 million in prize money. Williams’ outfits garnered as much attention as her excellent tennis ability throughout her playing days.
Tennis has strict rules regarding what athletes can and cannot wear, but Williams often pushed the envelope. She once played in a black tutu and was usually seen sporting unusual and colorful outfits. It was only a matter of time before Williams dived headfirst into the fashion world.
In February 2019, Williams launched S by Serena, inspired by 1990s streetwear and designed for various body types and sizes. Williams, an advocate for gender equality, wanted to create a clothing line that motivates women to feel their best whenever they get dressed. Williams said at the range’s launch, “If you’re having a tough day, you look down, and you’re like, ‘You know what, I got this. I’m strong, I’m beautiful, I got this.”
LeBron James – Basketball
LeBron James‘ professional basketball career may be hurtling towards its conclusion, but “King James” will be remembered long after he steps away from the court. Not only is James a record-breaking player and thought of in the same vein as NBA legend Michael Jordan, but millions worldwide own sneakers and sporting apparel he helped design.
Like Michael Jordan, James has a long-running deal with sports giant Nike. In 2015, after sneakers bearing James’ name reached $400 million in sales, James signed a long-term contract that will reportedly earn him $1 billion by the time it ends! Throughout the years, James has helped create activewear collections with his line of sneakers under the Nike brand. In 2018, James worked with three Harlem Fashion Row designers, Undra Celeste, Kimberly Goldson, and Fe Noel, to create the HFR x LeBron 16 sneaker, Nike’s first-ever women’s basketball shoe.
Conclusion
Modern-day athletes shine in their chosen sports and are iconic figures once their game ends. Adored and worshipped by fans globally, iconic sports stars find themselves in the public eye more than ever, and business-savvy athletes are using their global reach to promote their brands and share their love of fashion.
The four athletes highlighted in this article are famous for being among their chosen sport’s greatest-ever competitors and for their love of fashion. They have each found a way to leverage their sporting ability with their fashion sense, allowing their fans to emulate them in ways not previously possible.