New Wave: Athletes Dive Into Men’s Fashion Week SS24

Scale and Athletes Impact

Throughout Menswear SS24, we noted a surge of brands partnering with athletes, showcasing the rising impact of the business of sport and fashion. Athletes created a staggering amount of earned media value this season, generating $8.2 million in EMV. Athletes are cutting through the noise, with the #1 ranked athlete in visibility, F1 racer Lewis Hamilton generating $1.7M in EMV alone.?

Emerging Trends

Fashion houses are vying for a unique foothold to leverage themselves in the market through rising collaboration with athletes. Athletes were on the guest lists of 44 fashion houses, including leading brands Hermès, Louis Vuitton, Prada, Dior, and Valentino; designer brands like Rick Owens, Yohji Yamamoto, Comme des Gar?ons, Ziggy Chen, and much more have all collaborated with athletes this season.?

Download the Menswear SS24 Report to discover the emerging trends that will define the new and the next.