Why Luxury Brands Are Tapping Into The Sports Market

When the Los Angeles Lakers lost this year’s season opener against the Denver Nuggets in Denver, Colorado, viewers took to social media to pick apart the team’s off-court style as well as their on-court performance. In particular, Lebron James’ head-to-toe Louis Vuitton look (worth $28,000) caught their attention, a celebration of his new TV campaign. The ensemble, including a collarless “Damoflage” jacket and a money-green “Speedy” bag, signaled a paradigm shift in not only men’s fashion but also the industry’s marketing approach.

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