Retail’s new arena
Time to get sporty. It’s an opportunity too many retailers and brands have ignored for too long. With the large swath of consumers who follow professional sports teams and world-class athletes, it’s foolish not to tap into their power. We dig into what the experts say, from Olympian entrepreneurs to major league CMOs and fashion editors, and enjoy an exclusive interview with agency owner Michelle Edgar.
Also this week, we look inside LVMH’s VivaTech innovation pavilion and how brands are tweaking their products to avoid higher import duties.
Ready, set, let’s go.
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Sports authority: How retailers can get in on the game
Michelle Edgar, a former music and branding agent is the founder of Edgar Talent Agency (ETA), a marketing and strategic partnerships consultancy that helps brands build cultural relevance, drive engagement and scale through high-impact collaborations.
"We work at the intersection of sports, entertainment, fashion and purpose—creating experiences that not only connect, but convert," she says.
In this conversation, Edgar offers valuable tips on how retailers can find synergy with the sports world. —Marcy Medina
In a nutshell, what does ETA do?
Having worked at companies like ICM Partners, SpringHill and Epic Records, I saw how the cultural currency of music translated seamlessly into sports. That led me into athlete-driven brand building and strategic work with organizations like D.C. United, where I help brands activate sponsorships across categories like financial services, wellness and lifestyle. What I realized early on is that whether you're a Grammy-winning artist or a rising soccer star, it's all about story, community and alignment—and that’s where retail brands have an enormous opportunity.
How has the sports world changed in terms of marketing?
There’s been a major shift—from transactional sponsorships to authentic, story-led collaborations. Athletes and teams are no longer just logos; they’re platforms. That’s opened the door for retail brands, especially in lifestyle, beauty, wellness and DTC, to show up in a more meaningful way. Retailers now have a chance to embed their products into experiences—not just ads—and that shift is transforming the space.
What are the biggest opportunities for retailers right now?
Women’s sports: From the WNBA to college athletes to Olympic hopefuls, women’s sports is one of the fastest-growing and most underleveraged segments for brand partnership. The storytelling is powerful, the audiences are loyal and the cost of entry is still accessible.
Local club & community engagement: Retailers can win big by aligning with local or regional teams, especially MLS and NWSL clubs like Angel City FC and Inter Miami CF, who are redefining what community-driven sports marketing looks like. These teams are not only open to collaboration, they’re actively seeking brand partners who want to co-create culturally relevant, purpose-aligned moments.
The 2028 L.A. Olympics: Even if you’re not an official sponsor, there are powerful ways to tap into the Olympic movement, whether through parallel campaigns, athlete collaborations or localized hospitality partnerships that ride the Olympic energy.
What advice would you give retailers who want to align with the sports world?
Start by thinking like a storyteller, not just a sponsor. Ask yourself: Where does my brand naturally fit into the fan experience? That could be recovery, performance, fashion, food or community. Then approach teams, athletes or events as collaborators, not billboards.
Also, don’t underestimate the power of regional or mid-tier partnerships. You don’t need a Super Bowl budget to make an impact. With the right narrative and execution, you can own your lane and generate lasting affinity.
What are some actionable tips retailers can incorporate now?
— Start attending local games or events to understand the fan experience firsthand. Look at signage, vendors, halftime activations—note what stands out.
— Follow athletes and teams on social and engage with their content. See who they partner with and how they position products.
— Build a brand athlete wishlist of individuals who align with your values, then reach out or collaborate through micro-campaigns.
— Reach out to the community side of sports orgs—foundation arms, youth programs or civic engagement teams. They’re often more receptive to collaboration and eager for local brand involvement.
— Use storytelling and impact as your edge. Align your brand with causes athletes care about—mental health, sustainability, inclusion—and you’ll find a much stronger point of entry.
Above: Edgar with Panos Panay, president of The Recording Academy; Andrew Fried, CEO of Boardwalk Pictures; and Tamala Lewis, senior director of Community Affairs at AEG. (Courtesy Michelle Edgar)
Olympian Allyson Felix: Brands are sleeping on women’s sports
Olympic track and field athlete Allyson Felix and her brother Wes Felix, cofounders of female athlete management firm Always Alpha, spoke on Adweek’s stage during the Cannes Lions advertising expo last month on the importance of women’s brands supporting women’s sports. Allyson, who was previously sponsored by Nike and is currently Athleta’s first sponsored athlete, led the way for the Gap-owned brand to partner with other female athletes like Katie Ledecky and Simone Biles. Meanwhile, Wes called Sephora’s recent move to sponsor the WNBA’s Golden State Valkyries “what true sports marketing will look like.”
Why this matters: The Felixes say the beauty industry has been "exceptionally behind" in embracing what could be a huge opportunity. For female athletes, the hardest part is starting the conversation with a brand. "You’re most times educating that person on sports entirely," said Wes, "because if you work at a beauty brand and you’re in partnerships, it’s not necessarily a sports world." It’s brands’ cue to be proactive. (Yahoo)
National Women’s Soccer League is the latest challenger brand
The National Women’s Soccer League’s (NWSL) Chief Marketing and Commercial Officer Julie Haddon says the league is experiencing record milestones: last year it broke records for attendance, surpassing two million fans, while TV viewership saw a five-fold increase. Followers on social media have grown 102% YoY with engagement up 56% and club account followings up 52%. She says the young players and fans are finding non-traditional ways to build audiences, like the recent e.l.f. Cosmetics and Unwell Hydration deals (Unwell was founded by “Call Her Daddy” podcaster and former D1 soccer player Alex Cooper).
Why this matters: The NWSL is taking a page out of brand marketers’ playbooks in becoming not only business-savvy but media-savvy, inking deals with Twitch, Google Pixel and Roku as well as media company Overtime to produce Gen Z-centered content in its first-ever women’s sports partnership. (Marketing Dive)
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NFL’s fashion editor Kyle Smith: Don’t ignore sports opportunity
It might sound odd, but the NFL has a fashion editor. Last fall, the league hired Kyle Smith, a former fashion writer, publicist and stylist, to help solidify its relationship with the fashion industry and underscore its athletes’ influence in the style arena. On a recent episode of the "Glossy" podcast, Smith talks about the three buckets of his job: consumer products, social media and the players themselves.
“I always say that fashion and sports are these two huge industries— neither of them are going anywhere, ever, but now they’re really together. It’s like two huge divas coming together to maximize their slay, and I love it." –Kyle Smith, Fashion Editor, NFL
Why this matters: “Players come to me and say, ‘What does a stylist do?’ ‘How do I go to Fashion Week?’ ‘What is the Met Gala?’ A lot of these players are just young, awesome, cool dudes who have a sense of style and they want to know how that can help them, whether to just express themselves or to be directly involved in the world of fashion,” says Smith, who has the power to connect the two worlds. Listen to the podcast here.
LVMH’s “Dreamscape” highlights high-tech luxury, gaming and more
At VivaTech, Paris’ annual tech startup festival underwritten by LVMH, the luxury conglomerate mounted a showy pavilion dubbed the “Dreamscape” to showcase how its heritage brands are partnering with tech companies to craft dreams of the future. From digital pinball to scannable fine jewelry and even AI-enabled ways to assess Champagne grapes, nothing was off the 3D-printed table.
Why this matters: One of the most forward-thinking expos—where luxury meets sci-fi—makes high-tech seem not only accessible, but desirable. Startups can enter to compete for the LVMH Innovation Award, which grants funds and mentorship to founders. (Wired).
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.
