Athletes and luxury

Ekaterina Glebova ()

Chapter 5 in Luxury in Sport, 2025, pp 70-85 from Edward Elgar Publishing

Abstract: In this chapter, personal branding, endorsements, and lifestyle choices are scrutinized, offering insights into the evolving role of athletes in shaping the luxurious image of sports. Delving into the details of athlete endorsements and collaborations with luxury brands, this chapter provides a comprehensive analysis of the reciprocal relationship between athletes and luxury. Readers gain insights into how these partnerships impact both the athletes’ personal brands and the luxury brands they represent.

Keywords: Personal branding; Sport; Influencer; Endorsements; Brand collaboration; Sports brand; Sports influencer; Athlete influencer; Identity Theory; Athleisure (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035342785
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