Marketing

Virality can be a blessing and a curse. To avoid becoming a one-hit wonder, companies should make the most of the moment, but also think long-term.

As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.

The Olympics may have ended but a new sporting event has begun — the race to get to the bottom of Blake Lively’s curious fashion choices.

The return of company veteran Nicole Hubbard Graham as CMO and the rollout of its ‘Winning Isn’t for Everyone’ campaign have helped fuel a push to restore Nike’s marketing glory after the brand ran off course. “Do I think Nike stopped believing that the notion of winning could continue to grow this brand? Maybe.”

Olympics viewership surged past expectations, but fashion brands largely failed to seize the moment beyond sportswear giants like Nike and official partners like Louis Vuitton and Ralph Lauren.

With his blockbuster roles and accessible style, Glen Powell harkens back to an earlier era when monoculture still dominated. That’s proving to be a potent marketing force.

The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.

As fashion’s interest in sports grows, brands are getting a crash course in the complicated world of sports sponsorships.

Even as the premium denim seller lost its hold on many consumers in the 2010s, hip-hop movers and shakers never wavered in their affinity for the horseshoe logo and signature thick stitching. That’s helping the brand mount a rebound today.

Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.

Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.

Mercury/13, a recently launched group focused on acquiring and transforming women’s football teams, is taking cues from the luxury industry to rebrand the first club in its portfolio, FC Como Women.