Fashion has become a strategic growth sector in sport

Once dominated by major sportswear brands like adidas, Nike, and Under Armour, the conventional sports marketing landscape has undergone a significant transformation, dramatically reshaped by the modern intersection of fashion and sport.

These collisions are taking a number of guises. From high-end fashion houses launching official club formalwear (check out the recent Amiri x FC Barcelona partnership), limited streetwear capsule collections (Arsenal x Aries, AC Milan x Off-White, Manchester United x Balenciaga), together with athlete own ranges (e.g. Serena Williams x Aneres, Ronaldo x CR7) and sports stars as global fashion brand ambassadors (e.g. Emma Radcanu x Dior, Son Heung-min x Burberry).

As Mike Amiri, Founder of Amiri so

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