Is Sports’ Big Bet on Hiring Fashion Creative Directors Paying Off?
The trend of teams and leagues signing up creative directors to design merchandise and shape their public profiles shows no signs of slowing as sports organisations start to see returns on their investments.
Major League Soccer has hired streetwear designer Guillermo Andrade as its creative advisor, in a bid to boost the sport's popularity in the United States. The move comes with an estimated $30 million investment from the Swiss watchmaker.
Meanwhile, the National Football League (NFL) is partnering with New York-based fashion label Veronica Beard, capitalizing on the fashion opportunity following a Taylor Swift-related surge in viewership and buzz last season. The NFL is seeking to expand internationally and enhance its cultural cachet.
These moves indicate that sports leagues are increasingly recognizing the importance of fashion in their branding and marketing strategies.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
