The New Playbook: How Athletes Are Shifting Brand Strategies
In a game-changing move that began in 1971 with Kareem Abdul-Jabbar's iconic Adidas shoe endorsement, the intersection of athletics and fashion has only grown stronger. Fast forward to 1984, when Michael Jordan took the leap to gain design control over his own Nike line, paving the way for athletes to inject their unique personalities into footwear styles and color palettes. Today, this trend has exploded, with athlete collaborations reaching far beyond sportswear, making waves in industries from Stanley's thermoses to Victoria's Secret and Athleta. Get ready because the future of fashion is all about athletic flair!
Messi and His "GOAT Pink Collection" Trophy
Messi during the Argentina v Australia 2023 National Football Invitation (Getty Images)
Lionel Messi is a 37-year-old Argentine soccer superstar who plays forward for Inter Miami CF and the Argentina national football team. With an impressive list of achievements, including winning the FIFA World Cup in 2022, the Copa América in 2021, and ten La Liga titles with FC Barcelona, Messi has recently added a new honor: a collaboration with the Stanley Cup.
While the Stanley Cup is known as the National Hockey League Championship Trophy, we're focusing on a different type of Stanley that has nothing to do with the puck or the ice—the drinkware that has gained immense popularity in recent years. You can find their vibrant tumblers and quenchers at retailers like Target, sports apparel stores, and even Home Depot. However, the new limited-edition Messi x Stanley 1931 GOAT collection is exclusively available on their website.
Lional Messi (Stanley Website)
On Tuesday, December 3, 2024, Stanley announced its latest collaboration with Lionel Messi. This collection includes popular drinkware such as the 40-oz Quencher ProTour and the IceFlow bottle and jug. What makes this collaboration unique is the introduction of the 1.3 QT "High Precision Mate System" and the 8-oz "Mate Mug," both inspired by the traditional drinking gourd from South America.
The drink of mate has always played a significant role in Messi's life—not just for its health benefits and energy but also for its ability to bring him closer to his teammates and his culture. This new collection is a reminder to connect with the community around us.
“The official drink of Argentina, mate is more than just a beverage. For Messi, it’s a connection to his family, culture, and soccer community.”
Naomi Osaka: Empowerment Through Style
Naomi Osaka during Tokyo 2020 Summer Olympics (Getty Images)
In the world of tennis, Naomi Osaka has become the queen of the courts, having been ranked the number one player in women's singles by the Women's Tennis Association in 2019. Her ascent to the top exemplifies her incredible talent and determination and marks a historic achievement as she became the first Asian player to hold this prestigious ranking.
Continuing to break barriers, Osaka is now making waves in the fashion industry with her recent collaboration with Victoria's Secret in 2023. This partnership marked the first time Victoria's Secret collaborated with anyone outside of its traditional branding.
Naomi Osaka modeling for Victoria’s Secret (Victoria’s Secret)
In a conversation with Ebony Magazine, Osaka expressed her gratitude and humility regarding this opportunity, reflecting on how meaningful it is to merge her passion for tennis with fashion. The collection features a range of stylish pieces crafted from recyclable materials inspired by Osaka's fond memories of visiting Victoria's Secret as a child.
“VS x Naomi Osaka beautifully represents the tranquility and happiness that comes when you take a moment to embrace you – I believe everyone should prioritize self-care. I am proud to have collaborated with Victoria’s Secret in designing a collection that brings this message to life through dreamlike styles.”
"Because I Can" - Simone Biles
In 2023, Simone Biles launched the Athleta x Simone collaboration, titled the "Because I Can" collection. This collection was inspired by her remarkable achievements that year, including making history as the first gymnast to win eight U.S. all-around titles and becoming the oldest woman to win the all-around title. With many more accomplishments to her name, Simone aimed to inspire young girls to believe in themselves. The collection is named after her response to why she takes on complex challenges, featuring t-shirts with the simple yet powerful phrase: "Because I can."
“I’m grateful to embark on this new journey with Athleta to inspire young girls and women to do the same”
LeBron James Makes a Statement with Nike
NBA legend LeBron James continues to redefine his brand through his innovative partnerships. His latest collaboration with Nike features the Nike LeBron 22 Monopoly shoes, creatively reflecting his extraordinary career and 22nd NBA season. Inspired by the colors of the iconic Monopoly game, these sneakers are a fresh take on LeBron's impactful journey.
LeBron has expanded his collection by designing a shoe inspired by the various tokens players use in the game to represent themselves. To celebrate this collection, a life-size game of Monopoly was hosted for students at LeBron James' "I Promise School" in Akron, Ohio, to teach children financial literacy.
“This version nods to one of LeBron’s favorite board games and his willingness to make deposits in the everyday grind that pays dividends”
With these inspiring collaborations, athletes are not just players; they're pioneers in shaping the future of fashion and empowering communities in the process! Stay tuned for more exciting updates in the world of sports and style.