“Show me the money!”, the iconic line from Jerry Maguire, has come to epitomize deals that athletes demand of their sports agents. But that was then. Now, “Show me a luxury brand deal/my own clothing line/front-row seats to Fashion Week” has become the order of the day (though it doesn’t roll off the tongue quite as easily). And the brands have evolved beyond the typical Nike, Adidas, Reebok and Puma contracts. Today, the overlap of high fashion and sports extends to LVMH sponsoring the 2024 Olympics and Formula 1; the 2025 Oxford-Cambridge Boat Race being officially renamed the Chanel J12 Boat Race; Burberry introducing soccer apparel last year; and Prada partnering with the Chinese women’s soccer team for FIFA’s World Cup.
Fashion and sports are now so aligned, the crossover has its own international magazine: Players, founded by Vladimir Restoin Roitfeld and famous stylist-editor (and his mom) Carine Roitfeld. “This intersection offers luxury brands a whole new audience,” Vladimir says, with Carine adding, “Sports stars are bigger than the top models.”
Look no further than this year’s Met Ball for proof. The 2025 roster of sports greats at Fashion’s Biggest Night included Lewis Hamilton and LeBron James as hosts, with Serena Williams, Dwyane Wade, Simone Biles, Angel Reese and Colin Kaepernick attending. “NFL players’ fashion choices have become a powerful avenue for additional storytelling,” explains NFL global marketing vp Ian Trombetta, “a touchpoint for new fans to connect with players and the league.” Last year, the NFL appointed its first fashion editor, Kyle Smith.
When did athletes get so chic? Let’s start at how stadium walks became the new catwalk, with James and his Cleveland Cavaliers teammates popping on Thom Browne’s short suits in 2018 or NFL clothes horse Travis Kelce donning a red Amiri suit and matching glasses for his Super Bowl entrance this year (Kelce recently launched his own fashion brand, Tru Kolors). “When they realized how much it could raise their profiles, it all changed,” says a major sports agent of the proliferation of “tunnel ’fits.” “Sharp dressers get sharp deals.”
LeBron James brought a Louis Vuitton bag before a 2023 game against the Denver Nuggets.
Garrett Ellwood/NBAE/Getty Images
These fat deals range from ambassadorships to branded fashion collections, bags and shoes, enriching top male and female athletes to the tune of 50 to hundreds of millions of dollars a year. Soccer’s David Beckham is now said to be worth half a billion dollars, with $40 million a year from endorsements; Hugo Boss just released the first full line of Beckham x Boss men’s clothes. Williams’ own brand, S by Serena, has played a big part in her $290 million earnings. Rolex ambassador Roger Federer was the first tennis billionaire. Jim Kloiber, founder of Battalion agency, which reps Breitling watches (they signed a novel deal last year with the NFL), gives several reasons luxury brands love sports stars: “Soccer is global, and the NFL and WNBA increase reach — the audience has a bigger range than actors. Athletes are more relatable. Luxury brands get consistent ROI from pro players.” Adds Breitling president Thierry Prissert, “Athletes embody our core values: authenticity and pioneering spirit, not fame. Movie stars bring glamour; sports partnerships offer authentic connection.” (Other watch brands like Jaeger-LeCoultre and Panerai Rolex have also been steady players in the arena.)
Once Louis Vuitton and Gucci ran onto the field, the grass grew even greener. James starred in the first campaign for Pharrell’s Louis Vuitton menswear; LV also sponsors Spanish tennis great Carlos Alcaraz. Top-ranked Italian tennis star Jannik Sinner snagged a Gucci deal in 2023. NBA two-time MVP Steph Curry’s shoe and apparel line Curry, with Under Armour, nets $4 million a year. Portuguese soccer star Cristiano Ronaldo — Instagram’s top performer with 662 million followers — partners with Armani, TAG Heuer and Vuitton because, well, he can. Female athletes are working the deals, too, with tennis star Coco Gauff as the face of New Balance x Miu Miu shoes and tennis apparel.
For pro athletes, becoming a fashion icon is a bigger deal than you may think. “They might act like they don’t care,” NBA star Wade has said. “But when they get off the bus, they’re fixing their clothes because they’re about to hit that runway.”
This story appeared in the Aug. 20 issue of The Hollywood Reporter magazine. Click here to subscribe.
