Financial Times’ Post

Last week, LVMH and Formula 1 announced their 10-year partnership beginning in 2025.    With the second year of my degree, focussing more on market research and trend forecasting, I noticed the significance that this collaboration holds and its potential to influence the rise of motorsport-inspired fashion and different types of branding and graphic design. 🏎️Why I think that this collaboration will influence a resurgence of motorsport fashion: 🏁LVMH has aligned its houses with motorsport- Louis Vuitton creating trophy cases for the Monaco Grand Prix since 2021. 🏁Sports has had a huge influence on fashion trends (basketball jerseys and sportswear being worn as ready-to-wear, etc.). 🏁The recent fashion collaboration between Puma (A$AP Rocky as Creative Director) and Formula 1- motorsport trend already on the rise for 2025? 🏁The fact that this collaboration will span across different sectors of LVMH like wines and spirits, watches and jewellery, and fashion means that this will be a very visible collaboration. 💛This is just a personal opinion, but I am definitely excited to see if this collaboration does influence fashion as well as other areas and industries. 👇🏾Who else thinks that this will influence the resurgence of motorsport fashion?

The LVMH / Formula 1 deal signals two critical trends in the luxury space 1) the race for size is for real Even uber iconic giga brands (ROLEX) can be cut off from some of their top communication channel by bigger brands / groups (Louis Vuitton / LVMH ) There was once a time where Louis Vuitton got long prime time spots around christmas for their emerging fragrance business, drying up the access for much more established and iconic perfume brand. 2) culture is the new heritage In a great interview with the Financial Times , Pietro Beccari, CEO of LV explains how this deal is contributing to the transformation of LV from a « Luxury brand » to a « culture brand ». Very rightly, Beccari embrasses a broad définition of culture (sport, art, music, …), and understands authentic partnerships Will be the most powerful brand expression in the future. Beyond brands themselves, personnal luxury groups are agressively expanding into culture. At SLAM we walk the same road, but opposite direction. Starting with « cultural native » emerging brand. And building an écosystem of franchises balanced across Luxury and Culture from the start.

Big names in fashion are outfitting Olympic teams at the Paris Games. LVMH is a premium partner for this years Olympics and one of their main sponsors, referring to the athletes as 'Artisans of Sport'. This is the first time a luxury brand has played a big role in the Olympics and being a Creative Partner. CHAUMET designed this years medals, Berluti dressed the French delegation for the opening ceremony and Christian Dior Couture was the couturier for Lady Gaga, Aya Nakamura and Celine Dion also during the opening ceremony. Other brands are also taking part including Ralph Lauren designing the uniforms for Team USA and Giorgio Armani continuing it's partnership with the Italian team. Read more at the link below. #fashion #olympics #sports #news #luxury

You will not believe what Adidas just did for a Shoe Launch 🤯 They Turned a Desert into Art for this Craziest Shoe Launch! Adidas just redefined shoe launches with the Adizero Desert Runner, unveiling it in the Arabian Desert with a 100-meter-wide art masterpiece. Here’s what makes it insane: → The launch featured American artist David Popa, known for creating massive, eco-friendly visuals perfect for real life and Instagram. → It took 9 days, 3 people, and materials safe for the environment to create this stunning artwork in Sharjah's Al Madam desert. → The shoe is a region-exclusive drop, designed specifically for the untamed Arabian terrain, embodying resilience and the spirit of running. Adidas isn’t stopping here—they’ve confirmed more region-exclusive launches with custom art installations. This is marketing at its finest! #adidas #marketing #marketingcampaign

We return from the recent #Outdoor & #Running Business Days 2024 in Riva, Italy's benchmark outdoor event, with a renewed sense of satisfaction and confirmation of the effectiveness of our annual commitment. The event once again proved to be a fundamental crossroads for business-to-business in the outdoor footwear sector, offering a unique opportunity to present and discuss the innovations that could define the future of our industry. The format of the event made it possible not only to attract a large number of retailers, but also to create an ideal environment for developing solid business relationships and strengthening our sales networks. The strong presence of retailers reaffirmed the importance of these meetings, not only for sales, but also as platforms for exchanging value and ideas. The presentation of our new products in the #Kayland and #Trezeta lines was particularly gratifying. The positive reception confirms our approach based on technology, innovation and tradition. Each product is the result of a design process inextricably linked to research and innovative development. It was a real satisfaction to see this work recognised by colleagues and business partners. Most of all, the event was a valuable opportunity to share and exchange ideas with other industry insiders, consolidating our position in the industry network. Every conversation, every piece of feedback received, is a building block towards a more innovative and competitive future for MGM SPA. #OutdoorRunningBusinessDays2024  #Business #MGMspa #amovingcompany

🚨 Adidas Turns the Arabian Desert Into an Artistic Playground! 🚨 When art meets innovation, magic happens. ✨ Adidas has launched the Adizero Desert Runner, inspired by the spirit of the Arabian desert — durable, adaptable, and built to encourage every runner out there. But here’s the real kicker: To celebrate this launch, Adidas teamed up with renowned artist David Popa to create its first-ever anamorphic art piece — and it’s breathtaking. 🖌️ The Art Piece: A stunning 100-meter-long creation nestled in Al Madam, a ghost town in the Sharjah Desert. Blending the golden sands and shimmering blue of an oasis, it’s a masterpiece that reflects the shoe’s essence. Crafted in just 8-9 days using eco-friendly materials, showcasing Adidas’ commitment to sustainability. 🌍 Why It’s More Than Just a Shoe “This artwork is a celebration of the desert’s beauty and energy,” said artist David Popa. For Adidas, it’s about championing artistry, sustainability, and the athletic spirit. 🎨 The result? A launch that doesn’t just sell a product but tells a story — of resilience, movement, and the unique beauty of the land. 👟 Fun fact: Adidas pulled this off while Nike played nostalgia with its Wu-Tang Clan sneaker comeback. Two brands, two bold moves. This isn’t just marketing; it’s a masterclass in creating emotional connections through culture, sustainability, and innovation. What do you think — is this the future of branding? 🧐 #Adidas #AdizeroDesertRunner #DavidPopa #ArtMeetsInnovation #Sustainability #MarketingDoneRight #BrandStorytelling

What do a skateboarding brand, a luxury trunk maker, and a high-tech outdoor gear label have in common? A mechanism for staying relevant – and a knack for surprising us all. Luxury brand collaborations have fascinated me for years. There’s something magical about seeing two completely different worlds collide and create something that feels fresh yet authentic. These partnerships aren’t just about blending logos: they’re about blending stories. In my latest article, I reflect on how brands like Louis Vuitton, Supreme, Gucci, Dior and The North Face have redefined what it means to stay relevant while staying true to their roots. https://lnkd.in/dURuGN-4

THE END OF AN ERA: VENEZIA FC SET TO PART WAYS WITH KAPPA A New Beginning: It looks like a big change is coming for Venezia FC, a team in Italy's Serie A league. They have been working with the sportswear brand Kappa for the past few years, creating some really cool jerseys. But now, it seems like they are going to team up with Nike's Nocta, which is led by the famous rapper Drake. The Rise of Venezia FC: Venezia FC has been around since 1907, but they really started to get noticed when they partnered with Kappa in 2021. Together, they made some awesome kits that fans all over the world loved. People started to see Venezia as not just a football team, but also a fashion icon. A New Direction: Unfortunately, things changed when Ted Philipakos, who played a big role in the partnership, left. The jerseys started to look different, with a sponsor logo instead of the classic Venezia design. Now, it seems like Venezia is ready to move on from Kappa and try something new with Nocta. The Legacy of Kappa: Kappa is a famous Italian sportswear brand that brought a lot of style to Venezia FC. Their collaboration created some of the coolest jerseys in football, mixing old-school vibes with modern looks. It wasn't just about the game; it was about making a statement in the world of sports and fashion. In conclusion, Venezia FC's journey from a local team to a global fashion icon has been really exciting. Their partnership with Kappa was a game-changer, but now they are ready to start a new chapter with Nocta. It will be interesting to see what the future holds for this stylish team. #Kappa

Did you know that LVMH is a Premium Partner of the Paris 2024 Olympics? 🏆 This surprising collaboration is just one of the latest in iconic partnerships between luxury brands and sports — but could it mark a big change for luxury brands and luxury marketing? In the last year alone, we’ve seen: 🏎️ CHANEL launch its iconic Formula 1 t-shirts ⚽ Giorgio Armani dress the Italian men’s national soccer team 🎾 Ralph Lauren release their Wimbledon Collection 2024 🏀 SKIMS launch their menswear with top basketballers like Shai Gilgeous-Alexander And more. While the overlapping of the sporting and fashion world is hardly a new phenomenon, the collaboration between sports brands and high-end fashion is a relatively new trend. In our latest blog, we explore the rise of luxury fashion in sports to see how this trend is developing and what it might mean for the future of luxury marketing. Read it here 👉 https://lnkd.in/e__4Bn-t #paris2024 #luxurysports #sportfashion #luxuryfashioninsport

🏎️ Formula 1 x Louis Vuitton: The ultimate fusion of luxury and speed! Following TAG Heuer, another iconic brand steps into the world of Formula 1. Louis Vuitton has officially joined as a sponsor in a groundbreaking 10-year agreement, also becoming the title sponsor for the Australian Grand Prix🇦🇺 This partnership is more than just a logo - it’s a statement. The growing collaboration between fashion and sports signals how closely connected these industries have become. Take Ferrari, for example: beyond dominating the racetrack, it’s become a high-fashion brand with its own clothing line and runway shows, pushing the boundaries of sports and fashion marketing synergy✨ By merging innovation, precision, and storytelling, partnerships like this showcase how sports marketing is evolving to engage audiences in bold and creative ways. What do you think about on this trend of luxury brands partnering with sports? #F1 #Formula1 #Formula1xLouisVuitton #LouisVuitton #LuxuryBrands #SportMarketing #Marketing #Partnerships