As the line between fashion, sports and entertainment continues to blur, a new deal may help more college and Olympic athletes expand their reach in the world of fashion.
Society Management, a talent management company that specializes in fashion, beauty and luxury, is creating a partnership with Canopy Talent, a commercial marketing agency that represents collegiate and Olympic athletes.
Together, the two companies are establishing a relationship that will give the world’s leading fashion, beauty and luxury brands better access to the next generation of athletes. They will work to create integrated campaigns and brand partnerships with collegiate athletes, and Canopy will serve as Society’s exclusive on-campus fashion, beauty and fragrance activation partner.
“The lines between fashion, entertainment and sport have disappeared, and today’s college athlete is as much a cultural creator as a competitor,” said Chris Gay, president of Society. “By partnering with Canopy, we’re giving the world’s leading fashion, beauty and luxury brands unprecedented access to the next generation of collegiate athletes.”
“Canopy was born out of the thesis that student-athletes are incredibly undervalued, especially across women’s and Olympic sports,” said Jack Liechtung, chief executive officer. “Partnering with Society reinforces that vision and creates an exciting opportunity for athletes and brands alike as fashion, beauty and sport become increasingly interconnected.”
The companies cited data from the Interactive Advertising Bureau that U.S. creator advertising spend is projected to reach $44 billion this year, while the global creator economy is projected to reach $480 billion by 2027, according to Goldman Sachs Research. Sports are an “underutilized emerging category supporting that growth,” they said, adding that the collegiate, or the name, image and likeness (NIL) market, is expected to reach $4 billion in 2027.
