Athletes Are Luxury?s Latest Muse of Choice
Today's young, social media savvy athletes are connecting with more fans than ever, transforming into a new kind of super-celebrity. We discuss how the image of the athlete has changed in the era of mass media, catapulting this new generation of athletes into luxury's limelight.
The post Athletes Are Luxury’s Latest Muse of Choice appeared first on LUXUO.
2022’s Louis Vuitton FIFA World Cup trophy case opened by Spanish football legend Iker Casillas and Hindi film actress Deepika Padukone. Photo: Getty Images
It is perhaps this commodification of sport for the global mass market audience that luxury is so interested in. Sports, both high and low, have suddenly become ultra accessible for all, transforming the industry into one that is not only lucrative but also has incredible reach. Even F1 spent most of its first seven decades as a niche event with a mostly European fan base until American mass media group, Liberty Media Corporation, bought out the circuit and transformed it into the international spectacle it is today through streaming deals with mainstream sports network giants. US viewership grew by 28 percent year-on-year for 2022?s season, recording one million viewers on average per race according to international sports channel, ESPN.
Luxury?s Great Mass Market Shift
Luxury and mass market yet seems antithetical. After all, luxury is that which is aspirational, coveted and idealised while mass market is simply what is trending, popular and...
The post Athletes Are Luxury’s Latest Muse of Choice appeared first on LUXUO.
2022’s Louis Vuitton FIFA World Cup trophy case opened by Spanish football legend Iker Casillas and Hindi film actress Deepika Padukone. Photo: Getty Images
It is perhaps this commodification of sport for the global mass market audience that luxury is so interested in. Sports, both high and low, have suddenly become ultra accessible for all, transforming the industry into one that is not only lucrative but also has incredible reach. Even F1 spent most of its first seven decades as a niche event with a mostly European fan base until American mass media group, Liberty Media Corporation, bought out the circuit and transformed it into the international spectacle it is today through streaming deals with mainstream sports network giants. US viewership grew by 28 percent year-on-year for 2022?s season, recording one million viewers on average per race according to international sports channel, ESPN.
Luxury?s Great Mass Market Shift
Luxury and mass market yet seems antithetical. After all, luxury is that which is aspirational, coveted and idealised while mass market is simply what is trending, popular and...
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