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Sports stars are flocking to fashion shows. How big is the opportunity for brands?

There was a significant uptick in sporting talent on the front row in Paris and Milan. It’s allowing luxury players to target new audiences and markets across the globe.
Footballers Marcus Rashford and Jude Bellingham at Louis Vuitton menswear SS24.
Footballers Marcus Rashford and Jude Bellingham at Louis Vuitton menswear SS24.Photo: Pierre Mouton/Getty Images for Louis Vuitton

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From the NBA to the Premier League, many sporting seasons conclude as spring sets in. This year, rather than head on a summer vacation, several players hung up their shirts and flew to Milan and Paris to attend the Spring/Summer 2024 men’s fashion weeks.