Professional sports have also become a gateway to the fashion industry. Figures such as Michael Jordan, Serena Williams, and Cristiano Ronaldo have found ways to transform their public recognition into their own businesses or stakes in major companies.
The best-known precedent is René Lacoste, who took his surname from the tennis court to a company founded in 1933. His story serves as a reference point for a formula that now presents new variations. This is because athletes are now involved in product development, taking on roles as investors, and creating brands aimed at consumers far beyond their own fanbases.
Athlete-owned brands growing off the field
Michael Jordan represents one of the most recognizable cases. His partnership with Nike gave rise to the Jordan Brand and turned Air Jordan into a standalone benchmark in footwear and streetwear.
Serena Williams developed S by Serena, while Cristiano Ronaldo turned his initials into CR7—a brand that started with underwear and later expanded its product range. Andrés Iniesta is involved with Capitten, and Sergio Ramos acts as a shareholder and co-creator of One New York. Olympic swimmer Ona Carbonell also channeled her experience into design through a women’s swimwear collection.
These projects share a common starting point, even though their business models differ. Fame helps a product gain initial attention, but its longevity depends on factors such as design, quality, and the ability to attract consumers based on the product’s own merits.
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Thus, an athletic career can become the beginning of a business venture that continues after retirement, allowing the athlete’s name to remain linked to the market for many years.
