Fix Yourself 847 World Shirt
Hamilton himself illustrated this (prior) lack of awareness when announcing his ambassadorship. “I didn’t actually know they were doing men’s,” the F1 driver told GQ while discussing his new role. “Obviously, there were women that I’d met who would just be raving about Lululemon — I was like, ‘Uh, I can’t wear the leggings!’” Brands are banking on athlete ambassadors to speed up this shift in perception and drive growth. Lululemon also nabbed tennis player Frances Tiafoe from Nike once Tiafoe’s deal was up. Alo, meanwhile, has been collecting its own roster of macho athletes, from the NBA to the NFL. Last year, the brand enlisted NBA player Jimmy Butler to launch its first sneaker, the Recovery Mode. Later in 2024, Cincinnati Bengals quarterback Joe Burrow helped Alo to launch its second sneaker, the Alo Runner. Both the faces of the shoes — and the footwear themselves — are part of the brand’s bid to reach beyond the athleisure aesthetic it’s famous for. In January, the brand partnered with San Antonio Spurs power forward Jeremy Sochan (who attended Pharrell Williams’s first Louis Vuitton show) on a campaign tied to the NBA Paris Games. And Skims, which just inked a major deal with Nike to launch sub-brand NikeSkims, recently ran underwear ads starring Canadian basketball player Shai Gilgeous-Alexander and Brazilian footballer Neymar Jr.Fix Yourself 847 World Shirt
These athletes are no small get. They have a plethora of options, and would traditionally have been likely to go for a deal with a typical performance wear brand like Nike, Adidas, Under Armour or On, as opposed to an athleisure player. But norms are changing. “These partnerships signal versatility, a modern approach to training and a way to stand out in a market saturated with the same big-name sponsors,” says Nikita Walia, strategy director at brand and venture studio Unnamed. Hill agrees, and bets that these deals can do more for an athlete’s image than an expected incumbent. “There is a very concerted effort to shift the image management of athletes to fit changing cultural values,” says Hill, attributing this to a range of factors: the rise in popularity of women’s sports (the Caitlin Clark effect) and fashion’s increasing tie-up with pro sports.
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