Has fashion reached peak sport?

Understanding the connection to consumers is an important aspect of these partnerships, says creative director Pickup. “People not only want to watch athletes compete, but they also want to be wearing their favourite brands while doing so. It has been done before — think David Beckham in the early 2000s,” she says.

Cherry Beagles, founder and CEO of 400, a creative company connecting female pro athletes and clubs with brand owners, notes an uptick in unexpected fashion and beauty collaborations in the space that feel authentic as opposed to just “slapping a logo, or sports language, onto their product”. Monfort agrees, adding that not all partnerships are beneficial. “In my view, a brand unprepared for this universe should refrain rather than risk making grave missteps,” he adds.

There is a hope from those manufacturing these partnerships that opportunities will continue to present themselves, opening further avenues to invest in sports culture. “This is just the beginning,” says Jenkins. “We want to keep championing women in sport, not just through sponsorship, but by telling their stories. That might mean more collaborations and limited-edition pieces that bring fans and athletes closer together.”

Weis agrees, and wishes to increase FP Movement’s visibility in sport to deepen the connection with a community they feel aligned to. “We want to inspire people to embrace movement confidently, whether they’re professional athletes or simply passionate about an active lifestyle,” she says.

One piece of advice is to find a sport that’s still growing and stick with it, rather than coming in when it’s already blown up. “We’re going one step at a time,” says Ehrlich of Clinique’s positioning in women’s rugby. “Women’s football is already on the top, and I think rugby is next.”

“Time will tell whether this is a moment or a movement,” says Simukulwa, who believes that while brands have clearly recognised the growth opportunity of investing in sports, many remain hesitant to “invest wholesale in shaping the culture of a space”. “I can’t pinpoint any one collaboration this summer that was the big ‘wow’,” adds Beagles.

It’s a sentiment shared by Pickup. “Quantity over quality is what I see at the moment on projects. There is a lot of copying and pasting,” she says, imploring brands and leagues to create campaigns that create conversation and place community first. “The beautiful thing about sports and fashion as a pair is the expansive and diverse audience. Tap into all of those subgenres and create sparks that get your fans wanting to wear your fashion pieces like sports fans wear their home teams’ shirts with pride.”

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