Celebrity athletes and athletic clothing design: branding female tennis players

Norm O’Reilly · L. Anne Braedley

25 citations0/0 files storedInternational Journal of Sport Management and Marketing

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Consumer Behavior in Brand Consumption and Identification Fashion and Cultural Textiles Sports, Gender, and Society

Abstract

Interest in celebrities and their lifestyles makes the clothing they wear an important part of their image. Due to their influence on markets, celebrity athletes are no longer simply product endorsers; many are now also involved in product design. The present study adopts both expert interviews and observation methodologies to explore the celebrity athlete?clothing relationship in high-profile female tennis players. A content analysis of the 2005 Wimbledon Championships and interviews with experts in both the sport marketing and fashion industries provided for the development of a model that articulates the interactions between the celebrity athlete, the label, the market, and the clothing the athlete wears during competition. Results outline the important connection between celebrity athletes, their clothing and the tennis audience. Applicability to practice and impetus for future research are provided.

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References

1995Building Strong Brands 1991Managing Brand Equity 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1996The Winner-Take-All Society 1992Fashion, Culture, and Identity

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