Credits: Getty Images/Christian Petersen/ Shacarri Richardson

As the dust settles after the spectacular closing ceremony of the Paris Olympics, the intersection of two powerful cultural forces—luxury and sports—comes into sharp focus. In recent years, the worlds of sports and fashion have converged in unexpected ways, with athletes transforming from mere sports icons into fashion and beauty trendsetters. This evolution redefines luxury perception, moving it beyond the confines of traditional elegance and into the realm of strength, resilience, and aspirational living.

The Olympics have accelerated this trend, solidifying the connection between sports, luxury, and beauty like never before. As luxury strategist Eric Briones aptly puts it, "As luxury Maisons seek new avenues of influence, aligning with sports movements—particularly the Olympics—means becoming part of a broader cultural shift." For fashion and beauty brands, this is an opportunity to redefine female beauty as not just glamorous but also powerful and healthy—a vision that resonates deeply with a Millennial audience increasingly devoted to fitness and wellness as a lifestyle.

In this article, we explore how the codes of luxury and beauty are being expanded through the lens of sports culture, and what this means for brands looking to stay ahead in an ever-evolving marketplace.

Luxury meets Sports – Fostering common values

LVMH made a culture-changing move when it became the first luxury brand to sponsor the Olympic Games, with a partnership valued at 150 million euros (accounting for nearly 1% of the conglomerate’s 2023 profits). The investment reflects LVMH's commitment to expanding its influence far beyond athlete endorsements and its desire to align itself with the aspirations and ideals of athletes and sports fans alike.

The premiumization of the Olympics signals a clear shift in power dynamics and is part of the wider "luxuryfication" of sports, which sees brands increasingly targeting middle-class consumers seeking to emulate the lifestyles of elite athletes. What unites these, apparently distant, universes is the pursuit of excellence and quality.

From Chaumet-designed medals to French athletes wearing Berluti-designed outfits at the opening ceremony, and medal bearers donning vintage-style, distinctly French LVMH uniforms, the House’s influence has been evident. And LVMH's investment has already yielded impressive results. The brand has dominated social media conversations surrounding the Games, generating significantly more value than its competitors.

Connecting Beauty, Athletes, and Volunteers – A new era of influencers

The Olympics have always been a platform for showcasing athletic excellence, but today, they're also playing a pivotal role in ushering in a new era of influencers. With gender parity achieved for the first time and the rising influence of Gen Z, beauty culture is becoming an integral part of the sporting landscape.

Gen Z’s seamless integration of beauty into their everyday lives has led to a surge in sports and beauty partnerships, with brands like Glossier and Fenty Beauty leaning into the global exposure of the Olympics to extend their influence with this cohort.

Glossier's ongoing partnership with the US women's basketball team not only provides athletes with beauty products but also leverages their massive social media following to propel the brand even further in the minds of consumers. As the popularity of the sport, and the individual profile of its star players, continues to soar, Glossier becomes intertwined with a powerful projection of style, success, and excellence. It’s a magnetic mix, and we can expect to see more of these types of collaborations in the future.

Always a brand taking the most inclusive approach, Fenty Beauty brought another type of influencer to global attention during the Games - the volunteer. Over 600 of them, aged 18 to 21, received Fenty Beauty makeup kits and tutorials, which allowed them to create “designated looks” with guidance from an on-site MUA (Source: Forbes). The global TV exposure of volunteers during the medal ceremonies ensured Fenty products were consistently on show.

Beauty - An empowering medium in sports

Credits: Getty Images/Sam Barnes / Sha'Carri Richardson (left) and Noah Lyles (right)

Forget race times, this year, the Olympics was captivated by a new kind of performance: beauty. Athletes like Sha'Carri Richardson used bold nails, expressive hairstyles, and tattoos to tell their personal stories of resilience and self-belief. From Richardson's Olympic-themed nail gems, emblazoned with her iconic "I'm not back. I'm better" message, to Noah Lyles' electric blue "icon" nails, beauty became a platform for self-expression and empowerment.

It was evident that beauty is increasingly being embraced by athletes as a means of amplifying their stories and achievements on a global stage. In this way, beauty has become an effective medium for connecting supreme health with personal identity. This taps into a powerful cultural shift: 70% of consumers now prioritize health and appearance, and athletes embody that perfect blend (Source: McKinsey & Co - The top wellness trends in 2024 - January 2024). Beauty brands are taking notice, integrating with sports to connect with an audience where fitness is a core part of their self-identity.

The Cosmetics IC Take

In this evolving landscape, luxury brands are venturing into the sports arena, aligning their ambitions with a new cultural movement and embracing values of resilience, health, and elevated performance.

The Olympics have helped to propel a new vision of femininity, one where beauty is intrinsically linked to success. And brands are already adapting to this cultural shift by forging targeted partnerships with sports stars. Serena Williams’ Wyn Beauty, launched in April 2024, exemplifies this integration. Marketed as “makeup you can move in,” Wyn Beauty combines clean, high-performing ingredients with innovative textures designed for active lifestyles. This approach underscores a growing focus on sweat and smudge-proof formulas, addressing the needs of consumers who value both performance and aesthetics.

Similarly, the Athletic Cosmetic Company’s water-resistant mascara, The G.O.A.T. The Greatest of All Time (January 2024), highlights the shift towards cosmetics that withstand rigorous activity. These developments reflect the broader trend of blending beauty with sports, catering to the evolving demands of an active and style-conscious audience.

Further insight and inspiration on the new perceptions of luxury and the links between sport and beauty is available in the agency’s latest trend reports: Higher Perspectives: Makeup Inspiration from the U.S.

Contact the team today for more information!