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Why Skilled and College Athletes
The convergence of beauty and sports is having a moment.
While sports and fashion have long intersected — from five-time NBA champion Dennis Rodman’s enigmatic, gender-bending style through the ‘90s, to NBA players’ widely watched tunnel outfits — the synergy between athletes and sweetness could also be in its relative infancy, but consumers are beginning to concentrate.
Granted, sports fans aren’t yet creating Instagram accounts documenting the sweetness moves of their favorite athletes as they've begun to do with their fashion selections (see @leaguefits, @nbafashionfits), but they're watching the space, and corporations like Bubble, Sephora, Kinlò and others are harnessing athletes as a strategy to reach these consumers — and seeing promising breakthroughs because of this.
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On, the buzzy Swiss running brand, has snagged three of the world’s top triathletes to affix its ambassador roster.
Olympic Champion Kristian Blummenfelt, reigning Ironman World Champion Chelsea Sodaro and 2022 Ironman 70.3 World Championship silver medalist Paula Findlay have signed with the corporate to compete in On products. They join 2022 Ironman World Champion Gustav Iden and others on the brand’s triathlon team. On was cofounded by former skilled triathlete Olivier Bernhard.
“With the brand new additions, we now have winners across all majors on our team,” said Flavio Calligaris, On’s head of athlete strategy and partnership. “It's our focus to draw and develop the triathlon talent of tomorrow. That's the reason it was necessary for us to work with these...
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