Team Belgium’s Post

In tennis, as in life — and business — no one wants to lose. At the US Open, Spain’s Carlos Alcaraz and Italy’s Jannik Sinner both triumphed in their respective matches, meaning the quarterfinals could see them go head-to-head in the latest chapter of tennis’s hottest burgeoning rivalry. Luxury’s biggest brands are paying close attention: 20-year-old Alcaraz was signed as a house ambassador at Louis Vuitton earlier this summer, and last week launched the brand’s spring-summer 2024 formalwear campaign. Sinner, by contrast, has taken to repping Vuitton’s biggest rival, Gucci, creating viral moments as he carried monogram duffels from the Italian fashion giant onto the court (Last night’s bag included custom handles in the US Open’s signature shades of blue and yellow). With its country club roots and history of stylish players, tennis has always been an attractive forum for brands from ROLEX and Nike to Emirates and Mercedes-Benz AG. But as the game becomes more popular, more global, and increasingly diverse, it’s attracting more and more luxury fashion brands, too, as the companies seek to grow on top of record sales by ramping up their engagements with sports and culture. As a new generation of more diverse, social media-savvy champions has entered the sport, BoF explores how brands like Louis Vuitton and Gucci are increasing their investments in ‘cultural’ marketing strategies that tap into consumer interests beyond red carpets. #LuxuryFashion #USOpen

Fenty Beauty Goes Olympic: A Look at What They Did and What They Could Have Done. Fenty Beauty is now a partner for the 2024 Paris Olympics! As a premium partner, they will provide makeup kits and tutorials for 600 volunteers presenting medals at the Games. While this is a significant step, Fenty Beauty missed an opportunity to create an even bigger impact. With the Olympics being such a high-profile event, I expected to see more from Fenty Beauty, such as limited edition product launches and exclusive athlete partnerships. Such moves could have expanded their presence during the Games, positioning them as a leader in beauty innovation and athlete collaboration. On the other hand, brands like Sephora, P&G, and Glossier are stepping up. Under LVMH’s partnership, Sephora is sponsoring the Olympic torch relay and setting up pop-up stores, providing beauty treatments for medalists. P&G is opening a Beauty & Grooming Salon in the Olympic Village, offering inclusive care with their wide range of products. Glossier is setting new standards as the first beauty partner of the WNBA, aligning its brand with top athletes who will be seen on the Olympic stage. The intersection of beauty and sports is gaining more significance, and the Olympics provide a unique platform to showcase this fusion. Here’s hoping more Beauty brands will join those making bold, memorable statements in the future. I’m curious to hear your thoughts: Do you think Fenty Beauty could have done more to stand out, or do you see their approach as a strategic move in its own right? drop a comment. #Olympics2024 #FentyBeauty #BeautyAndSports #BrandPartnerships #MarketingStrategy #Sephora #PGBeauty #Glossier #BeautyInnovation #Paris2024 #BrandVisibility #AthleteCollaborations Post inspired by Lucy Thorpe

The allure of tennis as a platform for branding and engagement has deep historical and cultural roots, making it an appealing arena for a diverse array of luxury brands. While established players like Rolex and Nike have long recognised the sport's potential, a broader spectrum of luxury fashion brands is now entering the court due to the sport's evolving dynamics and its resonance with both sports and culture. Tennis is experiencing a rise in its popularity, attracting an increasingly diverse and passionate fan base worldwide. This surge in global appeal has caught the attention of luxury fashion brands seeking new avenues for growth. By aligning themselves with tennis, luxury brands are able to tap into a growing, engaged, and dynamic audience that appreciates both sport and style. #luxurybrands #marketresearch #mrx