2024 was a monumental year for fashion and sport. This year, with the precedent well and truly set, fashion-sport tie-ins are expected to pick up speed.
The relationship between sports and fashion will become “more dynamic” in 2025, says Emily Rhodes, creative foresight analyst at trends consultancy The Future Laboratory, “driven by fashion’s increasing focus on functionality and inclusivity, as well as sports’s growing cultural influence”.
Those working at the intersection of the two agree, placing emphasis on the role of the athletes themselves. “The fashion and sports evolution is running parallel to the growth of the individual athlete as a branding powerhouse, and the events that showcase them as the arenas for consumers,” says Julie Anne Quay, founder of fashion platform Vfiles and minority owner of British football club Barnsley FC. The trajectory shows no sign of slowing, she adds, as the ability of individual athletes to draw audiences is a growth driver for both sporting events and global luxury markets. In a vote of confidence, Vfiles is launching Fifa 1904, a ready-to-wear collection in partnership with Fifa, in spring 2025.
For brands, the biggest untapped potential lies in women’s sports, experts agree. Last year sowed the seeds, as the WNBA captured the zeitgeist (and brand dollars) and women’s sports from football to motorsports rose in prominence. In 2024, revenue from elite global women’s sports was projected to reach approximately £1 billion, up over 300 per cent on 2021. This year bodes even better.
In 2025, there are more athletes, sports and events than ever on fashion’s radar. That said, brands need to be careful to capture this buzz without compromising their DNA, Quay says. “When brands want to connect with sporting events, they have to look at brand synergy and shared values. Otherwise, it can very much be a ‘what are they doing here’ situation,” she says. “Clubs and athletes are getting wiser knowing the brands they put on their shirts or stadiums also by default represent their own personal values.”
Of course, athletes from WNBA star Caitlin Clark to tennis champion Jannik Sinner are catnip for luxury brands, and will continue to dominate the scene this year. But there’s a new set of stars — and sports — that brands should take note of. Here’s who, what and when to watch this year.
Who to watch: The athletes set for stardom
Paige Bueckers, WNBA: The UConn college basketball player is expected to be the top pick in the 2025 WNBA draft this April. At New York Fashion Week in September, she attended the Off-White and Who Decides War shows, plus a host of Nike events. Bueckers has already inked a partnership with Nike, and launched a basketball shoe with the sports giant. There’s ample opportunity for luxury to play ball as Bueckers goes pro.
Suni Lee, gymnastics: After winning gold at the Paris Olympics, Lee was a fixture at Spring/Summer 2025 NYFW (her first), sitting front row at Off-White and Tommy Hilfiger. There, she generated $326,000 in “echo MIV” (the media impact value generated via media voices rather than owned posts), per Launchmetrics. The American gymnast has already starred in campaigns for premium labels like Skims and LoveShackFancy, but luxury has yet to tap in.
Kiyan Anthony, NBA: The 17-year-old son of Carmelo and La La Anthony is heading to Syracuse (his father’s alma mater) in 2025, where he’ll play for the Orange. Anthony signed with WME Sports in November 2024, so brands interested know where to go.
Lamine Yamal, football: The Spanish footballer (also 17) generated buzz last year playing for Spain in the Euros. He won the Ballon d’Or football award in 2024, and is expected to attract brands’ attention this year, per EDITED. So far, he’s partnered with Spanish jewellery label Twojeys, wearing custom braces from the brand and featuring in a campaign.
Imane Khelif, boxing: The Algerian boxer won gold at the Paris 2024 Olympics, becoming the first woman to do so. At the Bottega Veneta SS25 show, she generated $4.4 million in echo MIV, according to Launchmetrics. Khelif also appeared on the cover of Vogue Arabia’s November 2024 issue.
Toni Breidinger, motorsports: The Arab American motorsports driver is gearing up for a big year — she’s about to commence her rookie season in the 2025 Nascar Craftsman Truck Series. She’s cultivated a hefty social media following (2.5 million on Instagram) and signed with IMG in September 2024. Breidinger is yet to partner with a luxury fashion brand.
Alba Hurup Larsen, motorsports: The 16-year-old Danish driver is joining the F1 Academy grid this year, after signing with fashion brand and F1 Academy partner Tommy Hilfiger last November. She’ll be racing in Miami and Las Vegas this year.
What to watch: The sports that will make a splash
WNBA: It’s not going anywhere. (Everyone’s already watching Caitlin Clark, Time’s 2024 Athlete of the Year and Nike signee.) In September 2024, Nike’s investment in WNBA arrivals was up 139 per cent year-on-year; when it came to the brand’s Clark jerseys, 60 per cent of stock sold out within one month of hitting stores, according to EDITED.
Rugby: Rugby is expanding into new regions like Asia and the Middle East, likely driving an increase in popularity, per The Future Laboratory. Netflix’s upcoming launch of a rugby-themed reality show in South Korea adds to that growing interest, says Rhodes. Women’s rugby is another hot ticket for 2025, with the upcoming World Cup in England in August set to boost the sport’s following, Quay says. Athletes including US rugby star Ilona Maher helped propel the sport into the spotlight during last year’s Olympic Games, and this year, audiences are expected to be out in force.
Volleyball: Volleyball is one to watch, following a major uptick in interest last year driven by the US Olympics success and increased exposure for college games. “Volleyball has always had a big collegiate following [but is] developing more now as the game receives more recognition and is more frequently broadcast,” Quay says. It’s a fast, accessible game with an increasing number of players around the world. In November 2024, Revolve announced a partnership with League One Volleyball, which is launching a pro season on 8 January.
Japanese wrestling: Last year, newly launched Japanese women’s wrestling league Sukeban took the fashion industry by storm, with premiere events in New York and London. Brands from streetwear label Aries to Pat McGrath Labs got involved. The next event is slated for New York City in April.
Women’s motorsports: This year, women’s motorsports is expecting a lot of investment — a sign that it’s a sport to watch. F1 Academy (the female-only racing championship founded by the Formula One Group) is expanding, increasing the grid from 15 to 18 cars. International motorsport governing body the Fédération Internationale de l’Automobile (FIA) is also expanding its Women in Motorsport mentorship programme, adding 200 places to last year’s, bringing the total to 500 spots.
When to watch: The events to mark in brands’ calendars
When: 6 to 26 January
Where: Melbourne
When: 9 February
Where: New Orleans, Louisiana
When: 14 April
Where: USA (location TBD)
When: 15 to 18 May
Where: Charlotte, North Carolina
When: 23 to 25 May
Where: Monaco
When: 25 May to 7 June
Where: Paris
When: 5 to 22 June
Where: USA/Canada
When: 26 June
Where: USA (location TBD)
When: 30 June to 13 July
Where: London
When: 2 to 27 July
Where: Switzerland
When: 22 August to 7 September
Where: Thailand
When: 25 August to 7 September
Where: New York
When: September
Where: India
When: 22 August to 27 September
Where: England
When: September onwards
Where: Berlin, Madrid, England (confirmed); Brazil, Mexico City, Ireland (under discussion); more TBD
When: 14 to 23 November
Where: Adelaide, Australia
When: 20 to 22 November
Where: Las Vegas, Nevada
When: 5 to 7 December
Where: Yas Marina, Abu Dhabi
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