We’ve seen it time and time again: another collaboration between a fashion brand and a notable figure in the sports and fitness world. Whether it be your favorite influencer dressed head to toe in athleisure or loyal fans sporting (pun intended) their favorite football player’s jersey, the relationship between fashion and fitness continues to grow stronger year by year. Sports is an interest that speaks a universal language, unbound to demographics or geographical boundaries. The world’s eyes turn to every major sporting event and its athletes when the time comes, like the recent Euros and Olympics for example. 

Through market research and industry insights, we will shed light on how and why fashion brands should focus their marketing on the heightened interest and emotional connection that people have with sports and fitness. VOCAST interviewed Xenia Garver, a Copenhagen-based lifestyle and fitness influencer, about her perspective as a content creator working with brands.

Meet the Interviewee: Xenia Garver

The growing relationship between sports and fashion

Alongside the typical athleticwear powerhouses like Nike, Adidas, and Puma, we’re also seeing luxury and more every day, streetwear-style brands enter the sports sector. Some of the most successful and notable partnerships and collaborations include Nike and Michael Jordan, Skims as the NBA’s exclusive underwear partner, and Ralph Lauren as the official outfitter for Team USA. On a macro level, fashion and fitness are becoming increasingly intertwined as stylish workout and athleisure clothes become more popular. Xenia expresses her excitement about fitness entering the fashion world:

“It provides an opportunity to showcase a healthy and active lifestyle through stylish and functional clothing choices. Personally, I feel better training in an outfit that is fashionable, it almost motivates me. Additionally, it opens up opportunities for creative collaborations and innovative designs that can inspire both fitness enthusiasts and fashion lovers.”

Worn both in the gym and on the street, we see the versatility of athleticwear for both exercise and everyday outfits. This demonstrates how lucrative this market is, and there are numbers to back it up. Sports-adjacent apparel has been significantly outperforming the rest of the global market since pre-pandemic, with consultancies forecasting the market to soar to $249 billion USD by 2026. The flourishing relationship between sports and fashion isn’t just a trend, it’s a new way to reach consumers.

Noorunisa, Copenhagen Fashion Week Street Style SS25

The Appeal and “Coolness” of Sport

For years, well-established luxury fashion brands like Louis Vuitton and Gucci have been looking for different ways to connect with the younger consumer base. The question has always been: “How can we stay relevant?”. Throughout the years, they’ve dipped their toes in the arts, music, and now their eyes are on sports. Having an athlete as a brand ambassador and the focal point of campaign shoots can bring in their dedicated, and young, followers; they have achieved celebrity status in this day and age. We see them in feature films, television shows, red carpets, and even the Met Gala. Fitness influencers have also become more popular with each new year, especially since the pandemic when at-home workouts became the new normal. Athletes and fitness influencers are widely regarded as the epitome of hard work and discipline, well-respected among the general public for their physical strength, athleticism, and talent. They’re transcending their sport and craft to become cultural icons, and their endorsement adds a layer of cultural relevance and “coolness” that is invaluable for fashion brands. The dedication and commitment to their craft athletes and fitness influencers demonstrate resonates with consumers, giving them an edge of admirability and respect. Xenia touches on how they can influence fashion trends:

“A lot of people have a “favorite influencer”, and to them, that person probably has authenticity and relatability. Therefore, the viewers might get inspiration from what [they] are wearing. Some influencers are even trendsetting and able to create new fashion trends in the fitness-fashion world.”

Similar to other kinds of public figures, they’ve become brands themselves with large and loyal followings. People to them for inspiration in all aspects, fashion included. Magazines like GQ have begun putting out lists of the most stylish athletes, with names like Formula 1 driver Lewis Hamilton and tennis player Serena Williams being among them. From their streetwear, outfits for their front row seat at fashion weeks, and choice of gear on the court, their style is becoming as iconic as they are.

Noorunisa, Copenhagen Fashion Week Street Style SS24/SS25

How They Work Together

As with the start of any successful partnership, it begins with mutually beneficial terms that push both the athlete and the brand to new heights, and shared values. For the athlete or influencer, it could look like a sponsored social media post, branded gear, outfits for events, or a collaboration with the brand. For fashion brands, it’s reaching new audiences and potential customers. Both entities are brands in their own right and it only makes sense to work together if there are shared values.

“First of all, the collaboration should feel genuine and authentic to my audience. I do prefer if the clothes and the brand is something/someone I already like because it is easier to promote something I already use and like using.”

Xenia highlights the element of genuineness in order to ensure authenticity across the board. This can look like several things. For one, as Xenia mentions, it’s a brand the athlete or influencer already enjoys and uses, as they’ll be able to better communicate the products to their audience when they actually like it. It can also look like shared aesthetics, meaning the brand and the individual just complement each other, such as from a visual aspect. A good example of this is tennis player Naomi Osaka as an ambassador for Louis Vuitton, as she fits the fashion house’s core values as well as bold color and print aesthetic. Louis Vuitton has had a longtime association with sport as the essence of it aligns with their values of courage and overcoming challenges. Aesthetically, the Louis Vuitton style stands out while also placing emphasis on functionality and use, designing trophy trunks for the football World Cup, the F1 Grand Prix de Monaco, and now the Paris Olympics.

Xenia also mentions the importance of building a sustainable relationship with the brands she works with.

“I also do enjoy long-time potential, so I don’t end up promoting several different fitness-clothing brands.”

This approach further enhances the authenticity of the partnership and ensures consistent messaging and branding, which is essential for maintaining a coherent brand image for both the fashion brand and the athlete or influencer. Additionally, long-term collaborations allow for more in-depth storytelling, enabling the athlete or influencer to share their genuine experiences with the brand over time, building a stronger brand narrative. This is much more effective compared to short-term and scattered endorsements.

Key Takeaways

The integration of fashion and sports is increasingly evident through collaborations between major brands and influential figures in athletics and fitness. Initially dominated by leading names like Nike and Adidas, the athleticwear market has expanded to include luxury and streetwear labels, driven by the growing popularity of athleisure. By tapping into the global appeal of sports, fashion brands can extend their influence across borders, leveraging shared values and interests to foster enduring customer loyalty and differentiation in competitive markets. They can engage diverse consumer segments and influence cultural trends, establishing enduring connections that extend beyond product endorsements alone, amplifying their visibility but also reinforcing their cultural relevance and consumer engagement in a dynamic and evolving marketplace.

Discover the Fashion Influencers with a sporty style across markets

Our international research team has gathered some of the most fashionable influencer contacts with a sporty sense of style from each market. Take a look below:

Image credit: Copenhagen Fashion Week/Noorunisa – Street style SS24. References: Jing Daily: Can luxury play the sports game right? CNN: Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

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