Professional athletes are stepping up their game. As professional athletes, musicians and other cultural leaders become more and more a part of the fashion landscape, they have carved out a unique niche for themselves in the space, especially when it comes to brand ambassadorships and other partnerships. Athletes have largely taken over the space with #tunnelfits (a good example being WNBA player Cameron Brink, among others). A new platform TUNL (the result of another partnership between creative director and “dot-connector” Ashley Champ and creative agency Versus Partners) aims to align sports, music and other personalities with luxury fashion and streetwear for a one-stop hub for related content, commerce and community with sports partnerships, designer collaborations, online marketplace and an annual gala. FashionNetwork.com spoke to Champ ahead of the debut of the first annual TUNL gala, hosted by hip-hop music executive Lenny Santiago on the eve of NYFW. The event will feature GRAMMY Award winner Mustard in partnership with Spotify, and following the Gala, TUNL will reveal its first-ever designer collaborations with MiIfland and PINKFlamingoUSA X PRIX on its e-commerce marketplace.
FashionNetwork.com: Congratulations on the launch of TUNL and on joining Versus Partners. Tell me, how did the creation of this platform come about?
Champion Ashley: Thank you! The idea for TUNL has been brewing for quite some time. It all started by observing the cultural phenomenon of “tunnel fits,” where athletes would turn the stadium tunnel into a catwalk, showcasing their style before matches. This sparked the realization that there was a huge opportunity to bridge the gap between sports, fashion, and culture in a more formalized way. The genesis of TUNL was really to create a dedicated platform where these worlds could converge, allowing athletes and fashion brands to authentically collaborate and give fans the opportunity to engage with these trends in a meaningful way. Partnering with Versus was a natural step due to their strong track record in producing culturally impactful content.
FNW: Both in terms of sports personalities and fashion designers or brands, what was your previous experience working with both entities?
AC: Currently serving as VP of Talent and Partnerships at VERSUS, I have over a decade of experience working with brands and creators and, in today’s social media landscape, ensuring that talent is driving authentic marketing and storytelling that resonates with culture. One of the biggest takeaways I’ve gained is that athletes are creators too. They contribute far beyond their performance in sports, and increasingly, people are recognizing the power and impact of giving them a seat at the table in creative conversations. I recently reinforced this message while working with Leaguefits at NYFW SS23, where I produced and creatively directed the “Black Ultra” event. This event, which included a dinner, panel, and after-party, highlighted the influence of athletes on culture as a whole. It was a powerful showcase of how athletes can shape the cultural narrative, proving that their impact extends far beyond the game.
FNW: In recent years, what athletes wear in their free time, at industry events and even when attending fashion shows has become a new form of style expression. What do you think helped bring about this transformation? In the past, it wasn't like this. Who do you consider the greatest athlete of all time who pioneered fashion and style as a sideline?
AC: The transformation has been driven by several factors, but social media has played a major role. Platforms like Instagram and TikTok have given athletes a direct line to their fans, where they can express their personal style and build their brands beyond their athletic careers. Additionally, the blending of entertainment industries, from fashion to music to sports, has allowed athletes to enter the fashion scene as style stars regardless of their stats and successes on the field. While it’s hard to deny that Michael Jordan is the greatest of all time, especially considering the massive influence of his brand today, we can’t overlook the silent OGs like Allen Iverson and Dennis Rodman. These athletes stayed true to themselves and their unique forms of self-expression, regardless of league politics. To me, they are the ones who truly paved the way for the world we see today.
FNW: Which sports are most notable for having players or athletes who are likely to be involved in the fashion world? So far, it seems to be basketball players, football players, and perhaps race car drivers. Are there any other potential sporting activities where we can expect more collaborations?
AC: Beyond basketball, football and car racing players, fashion has also had a profound impact on athletes in BMX, golf, tennis and soccer. These sports have long influenced fashion, with their garments becoming staples of everyday wardrobes. BMX culture has always been tied to streetwear; classic golf looks have inspired preppy styles, tennis has brought sleek and sporty designs to the forefront, and soccer jerseys are now iconic in streetwear. As these sports continue to evolve, we can expect to see even more partnerships and collaborations that bridge the gap between athletic performance and cutting-edge style.
FNW: It sounds like TUNL will be a great resource for brands as well. How do you envision them interacting with the platform? Will it help them build these partnerships?
AC: Absolutely. TUNL is designed to be a hub where brands can connect with athletes in a way that feels organic and impactful. We envision brands using the platform to identify the right partners for their campaigns, whether through direct collaborations, curated content, or events like the TUNL Gala. Our goal is to facilitate partnerships that are authentic to both the brand and the athlete, creating a win-win situation that resonates with audiences and brings fans along for the ride.
FNW: Another segment of this seems to be the entertainment sector; how will this be integrated into the platform?
AC: The entertainment space is integral to TUNL’s mission. We focus not only on fashion and sports, but also on how these elements are reflected in the broader cultural landscape. Through collaborations with musicians, filmmakers, and other creatives, we aim to create a holistic experience that encompasses all aspects of culture. The TUNL Gala is a perfect example of this, where we will bring together top athletes, designers, and artists to celebrate the intersection of these worlds. We will also produce original content that showcases these collaborations in innovative ways.
FNW: Is there anything else I haven't asked you that you'd like to mention?
AC: I would like to highlight that TUNL is about much more than fashion or sports – it is about celebrating the cultural impact of these worlds when they come together. We are excited to create a platform that not only highlights this synergy, but also makes it accessible to fans and consumers in a way that has never been done before. Stay tuned for more exciting collaborations and events as we continue to grow and push the boundaries of what is possible in this space.
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