Inside: How a little known Nike policy and a host of new sportswear brands revolutionised the athlete endorsement market. Plus, what I'm watching in sports culture and some news about my next steps.
Very thorough piece! Will definitely be subscribing. One thing about the Tiafoe deal with Lululemon is that I wonder if the brand would tell him to hold off on a sneaker deal. Lulu has sneakers, albeit running, but who is to say that they won’t branch out? Lulu, while they are in its infancy, could go full on into tennis like they do with running now. And let’s not forget the fact that Tiafoe might be the biggest signing Lulu has done. Tiafoe has made it known he wants to bring more everyday people into Tennis. Might be a dream
Thank you Keldy! This was definitely something I thought of, but I would be very surprised if this was the case, because I’d have expected them to announce it at the point of signing him. Also Leylah Fernandez is in the process of launching her own sneaker brand and it would have been odd for them to sign her back in 2022 knowing she wouldn’t wear any future Lulu tennis sneakers.
I think even their running shoes have struggled to cut through in such a competitive market. I find it’s always harder for brands that start off in apparel to successfully break into footwear than vice versa, like how On successfully went from footwear to launching clothing. But I agree with you, it would be super exciting for Lulu to give this a go, especially with someone like Tiafoe on their side. Thanks again for reading!
Very thorough piece! Will definitely be subscribing. One thing about the Tiafoe deal with Lululemon is that I wonder if the brand would tell him to hold off on a sneaker deal. Lulu has sneakers, albeit running, but who is to say that they won’t branch out? Lulu, while they are in its infancy, could go full on into tennis like they do with running now. And let’s not forget the fact that Tiafoe might be the biggest signing Lulu has done. Tiafoe has made it known he wants to bring more everyday people into Tennis. Might be a dream
Thank you Keldy! This was definitely something I thought of, but I would be very surprised if this was the case, because I’d have expected them to announce it at the point of signing him. Also Leylah Fernandez is in the process of launching her own sneaker brand and it would have been odd for them to sign her back in 2022 knowing she wouldn’t wear any future Lulu tennis sneakers.
I think even their running shoes have struggled to cut through in such a competitive market. I find it’s always harder for brands that start off in apparel to successfully break into footwear than vice versa, like how On successfully went from footwear to launching clothing. But I agree with you, it would be super exciting for Lulu to give this a go, especially with someone like Tiafoe on their side. Thanks again for reading!
congrats on your new role! very well-deserved :)
Thank you Virginia, that’s so kind! I can’t wait to start