Enzo Lefort has become the most recent French athlete named a House Ambassador for Louis Vuitton. As pop culture – and, more specifically, sports – collides with fashion, there is an opportunity for brands to reach new audiences and infuse communities with new forms of collective identity.

Athletes are increasingly tapping stylists to cultivate their image and personal brand beyond sports. As people’s fascination with athletes as individuals away from the pitch grows, there are fresh opportunities for brand resonance at the intersection of luxury, sport, and style.