via Business of Fashion · May 26, 2026
Opinion: Why Don’t More Women Athletes Have Their Own Brands?
The audience is there, the fashion marketing dollars are there, but the architecture that turns visibility into brand ownership for top female athletes is almost entirely unbuilt, argues Olivier Rivard-Cohen.
The Story
On the evening of May 5, Alysa Liu arrived at the Metropolitan Museum of Art in New York wearing Louis Vuitton. Hours earlier, the house had named her its newest global ambassador. She was twenty years old, a two-time US figure skating champion and double Olympic gold medalist, and she was making her Met Gala debut.
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Original report
Business of Fashion
