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After all, it’s not just sports-obsessed men that are eyeing these athletes. Though the male ambassadors for typically womenswear brands might seem like a strategy to lock in a new market, it also represents the diversification of sports audiences more broadly, says Alice Crossley, senior foresight analyst at strategic foresight consultancy The Future Laboratory. “Women are watching men’s sports more than ever and brands are finally shaking off gender-stereotyped campaigns,” she says. “Women and men can be influenced and buy into a brand more if one of the best athletes of all time is wearing its products.” So what’s changed for the athletes signing the deals to wear these products — and is this the key to athleisure’s men’s unlock?Ameer Nahi Attitude Wale Log Hai Hum Shirt
In 2025, the definition of an athlete is fast evolving, experts agree. “It’s no longer just about peak performance; it’s about longevity, recovery and mental well-being,” Walia says. “Athleisure brands are speaking that language better than the legacy sports brands, and athletes are responding.” These athletes are also occupying spaces beyond athletics, showing up in the front row at fashion weeks and branching out into the film and music industries. (Hamilton is co-producing Brad Pitt’s forthcoming Formula One movie; Butler has a country music album in the works.) Operating publicly in spaces outside of stadiums — and dressing accordingly — is a major shift on the part of the athletes, says Walia. “Five years ago, signing with an athleisure brand might have looked like a step down,” she acknowledges. “Now, it’s a flex. It signals influence beyond sports — fashion, culture, business. It’s about owning your off-the-court presence as much as your on-the-court performance.” Joe Burrow speaking in full Alo at ‘The Rapid Evolution of Athletes as Brand Builder’ talk at Cannes Lions 2024.
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