Sports icons becoming fashion icons, ON the court
Implications - While sports icons have been models for campaigns outside their line of work, this year was the first time their choice of outfits on the court proved sartorially influential. Maria Sharapova’s “tennis tuxedo” was one of the most viral trends during Wimbledon in June, fueling a trend in tennis fashion.
Trend Themes
1. Sports Icons as Fashion Influencers - Sports icons like Maria Sharapova are becoming fashion icons, influencing tennis fashion and sparking new clothing and accessory lines.
2. Tuxedo-inspired Attire - Tuxedo-inspired outfits worn by tennis player Maria Sharapova prompted a new trend in the fashion industry, with designers experimenting with unconventional dresses, suits, and sportswear.
3. Athlete-celebrity Endorsements - Athletes and celebrities like Maria Sharapova are extending their brands to include cell phone endorsements, creating new opportunities for mobile technology companies and marketers.
Industry Implications
1. Fashion Industry - The fashion industry can capitalize on the sports icons as fashion influencers trend by collaborating with athletes to create new clothing and accessory lines.
2. Sports Equipment Industry - Equipment companies can leverage the tuxedo-inspired attire trend by creating new sportswear that blends style and functionality, and partnering with influential athletes to promote these products.
3. Mobile Technology Industry - The mobile technology industry can tap into the athlete-celebrity endorsements trend by collaborating with famous athletes and celebrities to create branded smartphones and accessories that appeal to a wider audience.
