This dissertation poster explores the transformative influence of athletes as brand ambassadors in the luxury fashion sector, with a particular focus on Generation Z. The research aims to understand how athlete endorsements enhance brand visibility and shape consumer perceptions in a market increasingly driven by digital engagement and authenticity. By employing a mixed-methods approach, including surveys and interviews with Generation Z consumers, this study examines the alignment between athletes and luxury brands. It reveals that endorsements are most effective when athletes authentically resonate with brand values, thereby boosting credibility and appeal. The findings underscore the importance for fashion buyers and merchandisers to adapt their strategies to meet consumer expectations and integrate sustainable practices. This research highlights the pivotal role of athletes in redefining luxury fashion marketing for the next generation of consumers.

From the Field to the Runway: How Athletes Redefine Luxury Fashion

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