Sport and fashion are colliding like never before. In 2023 Lefty reported alliances between sports and fashion have generated £64.7M in EMV which translates as the earnings a brand can expect from mentions on social media. With the Euros, Cricket, Formula 1, Wimbledon, and the British Open taking place this Summer, I can’t imagine that number has reduced. As a general rule of thumb, anywhere there is substantial audience there will be substantially influential talent, it’s a mutually beneficial exchange. It’s what we’ve been seeing this week with the likes of Stormzy, Charli XCX, and Central Cee take their seats in the Wimbledon VIP suite courtesy of Evian. Ralph Lauren hosted a suite of celebrities, from Ncuti Gatwa to Emma Watson which was chic but lacked share-ability.
Run the numbers:
Tennis Tips 265k searches
Tennis serve 245k searches
Tennis jackets 252k
Tennis skirt outfit 314k
Tennis tutorial +1000%
Tennis jump serve +1000%
[Source: TikTok]
So, if I was Creative Director for Wimbledon or a brand wanting a share of the tennis conversation I would have created the following campaign.
Title: How to Serve.
What: A series of mini masterpieces, each starring a carefully curated cast of cultural tastemakers, athletes, musicians, or whoever's driving the internet right now. Each video is a bite-sized story, a fashion editorial come to life against the backdrop of the world's most prestigious tennis tournament.
Why:
Credibility - It provides an option for fashion commentary and storytelling
Authenticity - See your favourite stars actually attempt an on court serve in their curated looks. I want to see Dimoldenburg, Cench, and Charli XCX all have a crack. This is the driving force in share-ability.
Brand first - Strong Wimbledon brand attribution
Influential - Ability to inspire and set trends for this summers tournament
Relevance - You’re speaking the language of social first audiences who are arguably driving the most relevance right now, this automatically fast tracks you into the relevance cycle.
The convergence of sport and fashion is a cultural phenomenon that's too big to ignore. With its unparalleled reach and influence, Wimbledon is the perfect arena to capitalise on this trend. By embracing "How To Serve," Wimbledon – or any savvy brand – can transcend mere product placement and become the story itself. It's not just about who wins the match; it's about who wins the cultural conversation. And in the summer of 2024, that conversation is all about serving style.
Thank you for reading! Follow @inmygoogledocera on IG for more updates 📁
