We have written, and seen so much about the emergence of what we have called “Sport Fashion” over the past year or so. The self-expression for athletes in the world of apparel used to be timed to events they had to attend, now it is a daily runway occurrence for those who choose to partake, and brands like Sephora with their deal with Unrivaled, and many more to come, are starting to realize the value of that path from bus or car to the locker room and back. It is easy to capture, bold to share, and is opening up new revenue streams not just for athletes and those brands, but for teams and media partners as well.
While that is great for the athlete, we were talking this week about perhaps the most consistent brand ambassadors and those who always find their way on to the screen regardless of performance of the field or the court…the coaches. The Pandemic brought the dressed down look…coaches wearing sweats and seaters and hoodies in places where they used to be dressed to the hilt. It is certainly a reflection of society and a good move for the sneaker companies to make sure their brands get ancillary value, but why are the coaches missing out on that runway effect in a time when their athletes are amping up the style game?
We talked about it through the lens of the master dresser, Rick Pitino. Impeccably dressed while his opponent is usually in sweaters and sweats, Pitino portrays the epitome of high-end fashion for his clothing partners, and garners all the attention for what he wears because he is now the exception, not the rule. While I’m all for the best looking leisure wear in a time when ties have disappeared, wouldn’t you think that there are some brands who may see an opportunity for both men and women coaches…women seem to still have more of the style sense on the court by the way…and make the ask with the dollars to bring back a high end fashion look, even if it’s not full on Pitino? In an era where high end may be struggling, isn’t it worth the ask for elite coaches to garner some sponsor dollars and roll on a carefully made suit, or even a slightly dressed down ensemble vs just sweats with school colors? Recently there was a near brawl between the Minnesota Timberwolves and the Detroit Pistons, and some of the announcers pointed out during the melee as coaches mixed in you couldn’t tell who was who because both teams staffs, and there were many of them, were both dressed in black track suits. Both? With all the attention to detail in pro sports today isn’t there someone saying, “hey let’s find a new look for some coaches for brands to take advantage of?”
There was a great story around Super Bowl about the NFL’s resident style guy, Kyle Smith, and what he was doing to help players. Is anyone thinking about the coaches? Seems like there is money left on the table and a literal canvas for some forward-thinking brands to work with.
Rick Pitino may be an outlier, but he is also a trendsetter. Let’s see if some smart brands step up with dollars and carve a fashion niche, for the runway, the locker room and the field for coaches. The opportunity to dress it up a bit is pretty bold, just ask the players.
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