40 years ago Nike had to persuade a future basketball star to sign a contract.
Adidas offered David Beckham $160.8 million for advertising and perpetual co-operation.
Advertising contracts between athletes and clothing brands have become commonplace. But there are a few collaborations that have fundamentally changed the popularity of fashion houses. We bet you have or have had clothes from the brands listed below in your wardrobe. And you have no idea what influenced their popularity.
Basketball player Michael Jordan
Now everyone recognises the Jumpman logo on trainers and sportswear. And everything started with a basketball pair of Air Jordans and co-operation of the then unpopular Nike and 21-year-old American basketball player Michael Jordan. In 1984, Nike management offered an advertising contract to the Chicago Bulls rookie. Jordan was in no hurry to agree – the fact is that the young man himself favoured Converse and Adidas, then more famous than Nike. But the company presented the athlete with a record contract – $2.5 million for five years. Jordan eventually agreed.
In 1985, Nike released a line of Air Jordan trainers. The name refers to the shoe’s ‘air soles’ (air soles) technology and the fact that Michael ‘played in the air.’ The company wanted to earn $3 million in the first three years, but the result exceeded expectations – in one year alone sales brought $126 million! The shoes gained popularity thanks to Jordan and the company’s marketing move. The first model of trainers combined red, black and white colours, and the National Basketball Association required that players’ trainers consist of 51% black and white colours (the requirement was valid until 2018). Michael Jordan was asked to pay a $5k fine every time he wore that model on the court. Nike paid the fines and initiated a marketing campaign with a commercial using the drama created by the NBA.
A year later, Nike released a second Air Jordan model, raising the price per pair from $65 to $100. The popularity of the trainers only grew. In 1997, Nike separated the line into a separate brand, which still produces new models of trainers, as well as sports and casual wear. Michael Jordan also receives about 5% from Air Jordan sales and became a billionaire thanks to Nike’s co-operation. According to Forbes, his fortune is estimated at $3.2 billion. By the way, this year is exactly 40 years since Jordan and Nike signed a contract. And if you’re looking for a different kind of entertainment, why not try your luck with casino slots with Wanted Win no deposit bonus codes, where exciting opportunities await?
Tennis player Fred Perry
Fred Perry is a legendary figure in the world of sports and fashion. He was born in 1909 in London and became one of the first British tennis players to gain popularity on the international stage. In 1934 Fred won his first tournament at Wimbledon, the world’s premier tennis competition, and his style of play and charm captured the public’s attention.
However, fame did not come to him only through his sporting achievements. In 1952, inspired by his experience in tennis and his desire to create comfortable but stylish clothes, Fred Perry launched his own brand. The first product was a white polo shirt with a laurel wreath symbolising Perry’s victories in tennis tournaments. This item quickly became iconic and epitomised the spirit of youth culture.
Over time, clothing under the Fred Perry brand went beyond sport. In the 1960s, the brand became popular among representatives of subcultures – the Mods (British youth subculture) and skinheads. The laurel wreath logo proved to be a symbol of protest and individuality. ‘I bought my first Fred Perry polo shirt in 1978 from a sportswear shop on Oxford Street. At the time, it was relatively exclusive and hard to find, and it was a treasured piece of clothing,’ a buyer of the brand was quoted on the company’s official website.
Today Fred Perry is worn not only by athletes, but also by people of different professions. His things can be seen on celebrities, including Gwen Stefani, Guy Ritchie, Logan Lerman, James Franco. British singer Amy Winehouse was a fan of the brand. The combination of sports style and street fashion makes Fred Perry clothes relevant for different generations. The brand continues to develop and release new collections.
Footballer David Beckham
British footballer David Beckham’s open-ended contract with Adidas, signed in 2003, became a landmark in the world of sports and fashion. Beckham, 27, was offered an initial fee of around $80 million, as well as the terms of an open-ended contract that carries a percentage of clothing sales. In addition, Beckham was to become an ambassador for the brand after his career was over. The total amount of the contract was estimated at $160.8 million. This step was strategically important for Adidas, as at the time there were rumours that the nearest competitor Nike was also planning to offer the footballer no less large contract.
When the deal was formalised, Adidas CEO Thomas van Schaik said, ‘Beckham is now the most popular athlete in the world. Tiger Woods and Michael Jordan, who previously had the biggest advertising contracts, have never received this kind of money.’ A 2004 advert with David Beckham and the slogan ‘Impossible is nothing’ (Impossible is nothing) Adidas called it one of the brand’s most memorable marketing campaigns.
Beckham himself was a fan of the German company even before signing the contract. The footballer repeatedly praised the Adidas Predator and said they were part of his legendary football career. Even when the British superstar scored the golden goal against Wimbledon in 1996, he wore the brand. The athlete’s relationship with these boots can rightly be called long: in 2019, David Beckham starred alongside French footballer Zinedine Zidane in an advertising campaign to celebrate the 25th anniversary of the Predator boots.
Motor racing driver Lewis Hamilton
Formula 1 star and seven-time world champion Lewis Hamilton and American designer Tommy Hilfiger have combined their talents to create the Tommy x Lewis clothing collection.
The idea for the joint collection came about in 2018 when Hamilton, who is known not only for his sporting achievements but also for his passion for fashion, decided to create a clothing line that reflected his style and philosophy. He was looking for a partner who could bring his vision to life, and the choice fell on Tommy Hilfiger, whose work has always featured bright colours and classic American style.
The Tommy x Lewis collection was inspired by street fashion and sporty style. In it you can find both casual clothes and more austere pieces. Bright colours, unique prints and bold silhouettes reflect Hamilton’s personality and Hilfiger’s brand character. The focus was on comfort and functionality, suitable for both everyday life and the active lifestyle of an athlete.
The launch of the collection was accompanied by a large-scale advertising campaign, in which Lewis himself took part. He actively shared his impressions of working with Hilfiger and spoke about his love for fashion. By the way, the co-operation did not end there. In 2024, Tommy Hilfiger together with New York designer Clarence Root created a limited edition capsule collection in collaboration with the Mercedes-AMG Petronas Formula 1 team. Lewis Hamilton and British motor racing driver George Russell, also of the Mercedes F1 team, played a starring role in the advertising campaign.
Basketball player LeBron James
American basketball player LeBron James influenced the fashion world through his collaboration with American designer Thom Browne. James was a regular client of Brown’s for many years before he turned to the designer in 2018 to design customised clothing for him and his Cleveland Cavaliers basketball teammates.
Tom Brown’s speciality is elegant cropped trouser suits. Collaboration with a basketball player seems impossible, it should be noted that LeBron James is a large-bodied athlete. However, it was he who became the muse of the Thom Browne brand. For the playoffs in 2018, the entire Cleveland Cavaliers team wore the brand’s signature cropped suits. Soon, Thom Browne suits off the field began to be worn by footballer Lionel Messi and members of FC Barcelona. The brand’s popularity among athletes was added by the appearance of American football star Odell Beckham at the 2019 Met Gala charity ball wearing a Thom Browne pleated skirt and sleeveless jacket.
LeBron James introduced sophisticated style clothing to a wider audience outside of fashion enthusiasts, which unexpectedly made him a successful Thom Browne ambassador. James not only reinforced Browne’s image, but also demonstrated that style is an important part of a modern athlete’s identity.
Conclusion
Athletes have always been more than just sportspeople; they are trendsetters, cultural icons, and ambassadors for global brands. The partnerships between athletes like Michael Jordan, Fred Perry, David Beckham, Lewis Hamilton, and LeBron James with major clothing brands have significantly influenced the fashion industry, making sportswear a staple in everyday life.
These collaborations have not only elevated the athletes’ personal brands but also reshaped how clothing brands connect with their audiences. From iconic logos to memorable advertising campaigns, the influence of these athletes extends beyond the field, demonstrating the power of sports and style to shape culture and trends.
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