The Coco Gauff x American Eagle limited-edition collection is available now.
Coco Gauff celebrated the launch of her collection and collaboration with American Eagle in New York City on Wednesday with an intimate dinner. The Grand Slam tennis champion was joined by Dairy Boy founder Paige Lorenze, actress Lola Tung and more.
For the occasion, Gauff opted for a triple denim look, wearing pieces from her collection with the clothing and accessories retailer. The 2023 U.S. Open Women’s Singles champion wore a cropped denim corset, stretch high-waisted crossover stovepipe jeans, and the oversize denim jacket, which featured a callback to Gauff’s U.S. Open win.
On the back of the denim jacket was a quote from Gauff’s speech after she won her first Grand Slam title in New York City on Sept. 9, 2023. “Thank you to the people who didn’t believe in me,” Gauff said. The quote is embossed on the jacket with variations in font and includes butterflies designed around the words.
Guaff’s limited-edition collection with American Eagle features designs created in collaboration with the tennis star. Along with the pieces Gauff wore to the celebration event on Wednesday, other pieces from the collaboration include a pleated denim cargo miniskirt, V-neck sweater tank top and sweater corset tank top.
Along with her own collection with American Eagle, Gauff stars in the retailer’s fall campaign and new brand platform, Live Your Life. While the phrase was introduced by AE roughly 20 years ago, the company felt the sentiment behind the phrase resonates with contemporary consumers, with Gauff as a representative for her generation.
“Coco Gauff, already a tennis icon, is someone who exemplifies that entrepreneurial hustle of Gen Z, with her business interests, with her community impact and her sense of style as well. Coco will be featured in all aspects of the campaign — video, still, outdoor, activations,” Craig Brommers, chief marketing officer of American Eagle, said in an interview.
Gauff signed her first multiyear contract with New Balance in 2018 and has worn several of the brand’s tennis kit designs and shoes for her on-court appearances at Women’s Tennis Association tournaments and Grand Slam events. The tennis player will play to defend her title at the 2024 U.S. Open, which begins Monday and concludes on Sept. 8.
Fast Company: This Coco Gauff-American Eagle Collab Says Alot About Marketing to Gen Z
With a new fashion line, the retailer is doubling down on the 20-year-old tennis star.
At first blush, American Eagle’s new clothing line with tennis star Coco Gauff, which launches today, feels like a fairly standard collaboration between a consumer brand and a cool celebrity. The collection, featuring tops and a denim skirt, jacket, and jeans, is part of American Eagle, or AE’s, fall marketing campaign and extends the retailer’s relationship with Gauff, who appeared in a spring 2022 campaign.
But Gauff’s design debut sits at the intersection of two developing stories in the world of business: the influence of the Gen Z consumer and the rise of female athletes as a force in marketing. “Gen Z is the ultimate hustle generation. They don’t want to be defined as just an athlete or just an activist, or just a patriot or just a business person,” says Craig Brommers, chief marketing officer (CMO) of AE. “Coco is a great representation of Gen Z in that way.”
A shifting power play
For brands such as American Eagle that cater to Gen Z consumers, figures like Gauff allow them to tap a “hustle” mentality in an authentic way. According to creative agency Archival, 51% of Gen Z consumers believe influencers create trends while only 15% believe brands drive zeitgeists.
And female athletes are indeed influential in culture and business. Many of them have built strong presences on social media—check out rugby player and Olympic medalist Ilona Maher’s posts—in part because they weren’t getting the same kind of coverage from mainstream media as their male counterparts. “These athletes have become some of the best storytellers on the planet,” Brommers says. “We work with male athletes; we work with female athletes; and I do think it’s a fair statement to say that female athletes are better content creators.”
AE began forging relationships with college athletes as soon as the NCAA approved rules that allowed them to work with brands, and Brommers believes partnerships with female athletes have made a meaningful contribution to the business. “I’ve said for a number of years now that female athletes aren’t just feel-good stories,” he says. “They are driving the business results of our brand.”
Women’s worth, realized
Gauff, who says she grew up wearing American Eagle apparel, tells Modern CEO that she expects the influence of women in sports only to grow. “It’s great to see that brands are recognizing [women athletes], but it isn’t like women’s sports suddenly has become interesting, it’s just because their stories are finally being showcased,” she says.
“I’m grateful that I live in this era where people and brands are starting to recognize our worth,” adds Gauff. “I’ve paid attention to women’s sports my whole life, obviously, being a female athlete, and I can confidently say that the stories have always been there.”
Gauff is having a tough summer on the court. She was eliminated in the third round at the Olympic games and lost in the first round of the Cincinnati Open. Her American Eagle collection offers a potential rejoinder to doubters: The denim jacket bears the words, “Thank you to the people who didn’t believe in me,” a quote from an on-court interview after winning the U.S. Open last year.
Reaching Gen Z
I asked Brommers what advice he would offer leaders and marketers who are trying to reach younger consumers. “I highly recommend that brands hire a group of creators or influencers that look like their customer base,” he says. He also cautions: “The CMO and the company are no longer in control. The customer base is in control.”
That’s especially true of Gen Z customers. Brommers illustrated his point by noting that back-to-school season at American Eagle usually means selling “jeans, jeans, and more jeans.” In late June, the company also released a set of Halloween-themed Snoopy pajamas, which improbably became one of the company’s bestsellers. “That was a great example of, ‘Hey, if the customer wants to go there, we’re gonna go there with them,’” he says.
Customers can be fickle, of course, and today’s viral hit can easily be supplanted by the next thing that catches Gen Z’s eye. Consider the case study of the Stanley tumbler, which was the “it” reusable water bottle mere months ago (to be sure, driven largely by millennial women). Trendspotters are reporting that Gen Z and Gen Alpha consumers have moved on to rival bottles from Owala, Lululemon, and Hydro Flask.
AEO Building a Better World Volunteer of the Month: Marcia, Senior Manager – Talent Acquisition
AEO associates share our commitment to doing better, being better and building a better world. We’re proud to spotlight our people who are making a real and lasting impact in their communities.
Meet Marcia, Senior Manager – Talent Acquisition who helps to lead AEO’s Community Work Instruction (CWI) program. As a parent of a son with special needs, Marcia’s passion for ensuring individuals with disabilities have the opportunity to reach their potential has paved the way for students to gain meaningful workplace experience while improving their confidence at our lab stores.
Tell us about the Community Work Instruction program with Life’sWork of Western PA and the Office of Vocational Rehabilitation (OVR)?
Community Work Instruction (CWI) supports students with a diagnosis or disability that qualifies them for an extra three years of high school to transition into adult life and services. The program, funded by OVR and implemented by a local agency that supports individuals with disabilities matches Skills Developers with students at a host employer to provide paid work experience and training. Throughout this summer, AEO hosted two Skills Developers and eight students on site in our Lab Stores.
We chose Life’sWork as the agency to implement our program. I became familiar with Life’sWork through their CWI with CVS. I have a son diagnosed with a Developmental Disability that receives these services and participated in a CWI last summer at CVS through the organization. My son is now 19, so I’ve spent many years working through the system and with various agencies and have found Life’sWork to be impressive in the quality of their staff and mission to support not only employment opportunities, but meaningful work for individuals with disabilities.
Why was bringing this program to AEO important to you?
As the parent of a young adult with special needs, it is really disheartening to face the reality of the lack of opportunities for these amazing individuals who have so much to offer. In my own small circle, I’ve witnessed too many great kids without opportunities to live up to their potential and parents fearful for what’s next.
Life’sWork’s CWI felt like something on the right path, and it sparked an idea. I felt our Lab Stores could provide a great experience– so many interesting tasks and skills to gain in a clean, safe environment with a large group of similar-aged typical peers. I was thrilled when Aikee, Lab Store Manager said, “Let’s do it!”
What do you hope to be the outcome of this program?
My hope is that students apply this experience to future work and that it leads to regular, meaningful work in the next chapter of their lives. Even more so, I hope that we repeat this program year after year and set an example for other companies to build their own CWI with paths to future employment and meaningful work for individuals with disabilities.
Who helped to make this program possible?
This program came to life because many people decided to put in the extra time, work and effort to make it successful. Of course, it wouldn’t have been possible without alignment from the AEO Foundation, HR and Legal to move forward– but so many individuals across the company stepped up and did extra work or allocated resources to make our program special. The Security and Asset Protection teams enabled the appropriate access to the buildings and helped us work through accessibility issues; the Onboarding Team donated new hire welcome kits; and the Corporate Communications team is helping to document and highlight the program through photos and video.
The biggest enabler of all is the Lab Store team – the team put in extra time and effort in preparation for the program, providing walk throughs, explanations of their work to multiple individuals at Life’sWork and OVR and training to the Skills Developers and students– all with the utmost patience, professionalism and kindness.
How do you feel participating in this program helps to Build a Better World?
The Lab Store team has been phenomenal in creating a welcoming environment with full exposure to their tasks and responsibilities as well as opportunities to explore individual interests. Leadership and associates have gone beyond the concept of inclusiveness.
As we move into the last few weeks of the CWI, the presence and contributions of the students are just a regular part of the day. The students are having fun, socializing and learning so much about the world of retail while also building skills and gaining confidence in themselves. The Skills Developers have commented that the students don’t just feel included– they feel like part of the team.
What are some of the benefits you have found in coordinating this program?
I feel very fortunate to have experienced the enthusiasm and commitment from so many individuals in making this program a success. It was truly a joy to connect with Life’sWork, OVR, the Skills Developers, the Lab Stores and so many others across AEO who have helped or expressed excitement for the program. The young adults participating have benefited from learning about career opportunities that they didn’t know existed and gaining confidence in their contributions. I also hope that it’s breaking down perceived barriers and our associates are learning from side-by-side work with individuals that have different abilities.
AEO Foundation Raises More Than $1 Million at Record-Breaking Golf Classic
This summer, we hosted the 15th annual AEO Foundation Golf Classic, bringing together more than 250 sponsors, business partners and associates for a fun-filled day on the green in support of an amazing cause. The 2024 event set a new record, with the Golf Classic raising more than $1.1 Million for AEO’s Community Grants program.
The event featured something for everyone—from an 18-hole scramble and golf lessons to pickleball and wellness activities. During the festivities, the AEO Foundation donated $100,000 to longtime nonprofit-partners Big Brothers Big Sisters of Pittsburgh and New York to further our Workplace Mentoring Program.
A special congratulations and thank you to our sponsors, associates and AEO’s Foundation and Corporate Philanthropy team for another incredible year! Check out highlights from the day in the video below.
WWD: American Eagle Outfitters Surpasses $1 Million in Higher Education Funding to Associates
Through the Steven A. Davis Scholarship for Social Justice, AEO will award 19 new associate scholar recipients.
American Eagle Outfitters Inc. has awarded more than $1 million in scholarships to associate scholars to through the AEO Steven A. Davis Scholarship for Social Justice and has named its fourth cohort of recipients.
The company committed $5 million in 2020 to advance educational opportunities for AEO associates who are actively driving anti-racism, equality and social justice initiatives. To date, AEO’s over $1 million in scholarship funds have supported 64 associate scholars on their academic journeys, including 19 new recipients for 2024.
“Inspiring change and building a better world starts with investing in our people,” said Jay Schottenstein, executive chairman of the board and chief executive officer, AEO Inc. “I am very proud of the recipients of our Steven A. Davis Scholarship for Social Justice Program and the positive impact it has had on so many of our associates.”
“We are a company that has always been deeply committed to equity, access and belonging which is rooted in a belief that acceptance and education have the power to dismantle racism and discrimination in all forms. Our associate scholars are creating positive change in their local communities and we are honored to reward their pursuit to build a more inclusive and tolerant society through this unique scholarship opportunity that helps them achieve their dreams,” said Schottenstein.
The fourth cohort of AEO’s Steven A.Davis Scholarship for Social Justice recipients have demonstrated their commitment to advancing social justice and driving change in their community by supporting causes that focus on mental health advocacy, programming for LGBTQIA+ youth and inclusivity and equality for people of color. Each recipient will receive $10,000 per year for up to four years to help pay for tuition, housing and books related to their post-secondary education. AEO associates in the U.S., Canada and Mexico who were already enrolled, or were preparing to enroll, in a post-secondary education program were eligible to apply for the scholarship for the 2024-2025 school year.
In addition to receiving a scholarship, associates are given the opportunity to participate in an experiential program designed to help prepare scholars for the corporate workforce by offering an inside look at key areas of business, such as legal, finance, human resources, marketing, design, and merchandising. Scholarship recipients can also match with an AEO mentor who is available to offer career and personal development guidance as students navigate their undergraduate studies.
WWD: American Eagle Outfitters Names Stephanie Pugliese to Its Board
Pugliese’s appointment brings the number of directors at the company to eight.
American Eagle Outfitters Inc. named Stephanie Pugliese, a veteran of Under Armour Inc. and Duluth Holdings, to its board of directors, starting Thursday.
Pugliese, who is an independent director, increases the retailer’s board to eight members, seven of whom are independent.
Jay Schottenstein, the company’s executive chairman and chief executive officer, said: “With over three decades of brand-building experience as an executive leader and board member across a number of enduring businesses, Stephanie is a proven strategist, operator and adviser.
“Her passion for innovation and ability to build highly successful consumer-centric omnichannel brands will be invaluable as we execute on our powering profitable growth plan and driving long-term shareholder returns,” Schottenstein said.
Pugliese was president of the Americas at Under Armour from 2019 to 2023 and, before that, spent 11 years at Duluth, a period where she rose to become president and CEO and took the company public. Earlier in her career, she worked at Lands’ End Inc. and Ann Inc.
She also sits on the boards of Fortune Brands Innovations and Cooper’s Hawk Winery and Restaurants and on the advisory board of the Women in Retail Leadership Circle.
Pugliese joins just as the company, which counts American Eagle and Aerie as its largest businesses, sets out to add more than $700 million in sales over the next three years to hit a $6 billion annual top line.
The strategy showed some signs of gaining traction in the first quarter when revenues grew 6 percent to $1.1 billion.
Jennifer Foyle, president and executive creative director of AE and Aerie, told WWD at the time: “There are two different stories here. We have been repositioning the brands, amplifying American Eagle as well as Aerie. Both brands exceeded expectations….There’s been nice growth in new customers and in reengaging customers, particularly on the AE side.”
AEO Inc. Appoints Stephanie Pugliese to its Board of Directors
PITTSBURGH — (BUSINESS WIRE) – American Eagle Outfitters, Inc. (NYSE: AEO) today announced the appointment of Stephanie Pugliese to the company’s Board of Directors, as an independent director, effective August 1, 2024. This new appointment builds on the board’s extensive experience, strategic expertise and diversity of backgrounds and thought. The addition of Ms. Pugliese increases AEO’s board to eight directors, seven of whom are independent.
“I am incredibly excited to welcome Stephanie to AEO’s Board to Directors. With over three decades of brand-building experience as an executive leader and board member across a number of enduring businesses, Stephanie is a proven strategist, operator and adviser,” commented Jay Schottenstein, AEO’s Executive Chairman of the Board and Chief Executive Officer. “Stephanie’s appointment further augments what is already a highly qualified, world-class Board of Directors. Her passion for innovation and ability to build highly-successful consumer-centric omni-channel brands will be invaluable as we execute on our powering profitable growth plan and driving long-term shareholder returns.”
Ms. Pugliese served as President of the Americas at Under Armour Inc. from 2019 to 2023. Prior to that, she spent eleven years at Duluth Holdings, most recently serving as President and Chief Executive Officer and a Board Member from 2015 to 2019. She led Duluth Holdings through its initial public offering in 2015. Leading up to this role, Ms. Pugliese held executive and senior positions across various functions at the company as President and Chief Operating Officer, President and Chief Merchandising Officer, Senior Vice President and Chief Merchandising Officer and Vice President of Product Development and Merchandising. She spent her early career as a Vice President and General Merchandise Manager at Lands’ End, Inc., and Vice President of Merchandising at Ann Inc.
Ms. Pugliese currently serves as an independent Board member of Fortune Brands Innovations and Cooper’s Hawk Winery and Restaurants. She also serves on the Advisory Board of the Women in Retail Leadership Circle.
Ms. Pugliese holds a Bachelor of Science degree in Business from New York University Stern School of Business.
For more information about AEO’s Board of Directors, please visit http://www.aeo-inc.com.
About American Eagle Outfitters, Inc. American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices under its American Eagle® and Aerie® brands. Our purpose is to show the world that there’s REAL power in the optimism of youth. The company operates stores in the United States, Canada, Mexico and Hong Kong and ships to approximately 80 countries worldwide through its websites. American Eagle and Aerie merchandise also is available at more than 300 international locations operated by licensees in approximately 30 countries. To learn more about AEO and the company’s commitment to Planet, People and Practices, please visit http://www.aeo-inc.com.
Glossy: American Eagle launches back-to-school campaign with Coco Gauff
On Thursday, American Eagle Outfitters launched the “Live Your Life” back-to-school campaign, targeting Gen Z through a mix of co-creation, omnichannel strategies and surprise activations for back-to-school. The campaign assets feature athletes Coco Gauff and Trevor Lawrence, and actresses Kristine Froseth and Nikki Rodriguez.
For Gauff, the U.S. Open champion and the world’s No. 2 singles tennis player, “Live Your Life” marks her second campaign with American Eagle. In addition, she’ll debut a product collaboration with the brand, dubbed Coco Gauff x American Eagle, on August 15. The collab will feature three tops, a denim skirt, jeans and a denim jacket featuring Gauff’s iconic U.S Open quote, “Thank you to the people who didn’t believe in me.” The pieces will sell for $35-$90.
American Eagle has trademarked the tagline “Live Your Life,” in an effort to replicate the success of “Just Do It” for Nike and “My Calvins” for Calvin Klein. The campaign, which will roll out over the next three months, will feature a mix of traditional and digital media, including TikTok, Instagram and Snapchat ads. It will also involve over 200 VIP and influencer creators capturing moments that are important to them, with AE providing the cameras. Participants include actress Amybeth McNulty (7 million Instagram followers), actress AnnaSophia Robb (1 million followers) and actor Christopher Briney (3 million followers). The brand’s socials typically feature about 60% UGC.
In addition, the campaign will include immersive experiences in NYC, guerilla-style marketing with video projections, 3D billboards, and wild postings across the U.S.
Finally, American Eagle will host multiple global activations tied to sport and campus life, which will run beyond the initial three-month campaign period, through next spring. “Live Your Life” marks the largest campaign, based on investment, since CMO Craig Brommers joined the team in 2020.
American Eagle’s back-to-school offerings include high-rise stovepipe jeans, barrel and baggy wide-leg jeans, cargo trousers and graphic sweatshirts for women. For men, there are sweater polos, oversized graphic tees, carpenter and athletic straight jeans, and classic hoodies.
“The idea of human-to-human connection and reconnecting with people and the environment around them was a new insight,” said Brommers. Ahead of the campaign, AE compiled feedback from 760 Gen Zers about what type of brand positioning they wanted to see from the brand. “While Gen Z is heavily engaged with social media, they [have communicated] they’re social creatures who crave real-world interactions. This insight will shape how we launch this brand platform and our marketing efforts in the coming years.”
Brommers emphasized the significance of the campaign’s co-creation aspect, referencing the disposable camera gifting. Popular in the ’90s, disposable cameras have found new relevance among Gen Z over the last couple of years, according to The New York Times.
“While the brand should create inspirational and aspirational content, we’ve seen that real people’s real content performs better,” said Brommers.
He added, “Gen Z is into everything, including television, streaming and music. So we need to represent all modes of communication and content. … We’ve focused on being social-first and digital-first for many years, but what’s inspiring now is the ability to be disruptive and surprising. If you’re not, you won’t capture the attention span of younger generations.”
Use of the “Live Your Life” phrase marks a revival — it was American Eagle’s first tagline, 20 years ago. American Eagle Outfitters reported a first-quarter 2024 net revenue of $1.1 billion, marking a 6% increase compared to the previous year. During this period, store revenue rose by 4%, while digital revenue saw a significant increase of 12% year-on-year.
SI: Trevor Lawrence Embraces His Authentic Style With American Eagle
Trevor Lawrence discusses his role in American Eagle’s Live Your Life campaign.
At just 24 years old, Trevor Lawrence maintains a veteran-level coolness that belies his youthful age. The Jacksonville Jaguars quarterback is both laid-back and laser-focused. Face of a franchise and long-haired country boy. Relentlessly authentic. The perfect partner for American Eagle.
Heading into the fall, American Eagle (AE) is launching its Live Your Life brand platform. The three-word call to action encourages today’s digital generation to enjoy the world around them through optimism, culture, and connection with themselves and others.
Live Your Life was first debuted by the AE brand 20 years ago, and today, it bears even more meaning. It is the anthem that inspires AE’s newest generation of customers to do the things they love in the clothes that make them happy.
AE has enlisted athletes and celebrities like Lawrence, Coco Gauff, Kristine Froseth, and Nikki Rodriguez to headline the campaign. As part of the exciting announcement, Sports Illustrated spoke with Lawrence about his affinity for the brand, sartorial style, and goals for the upcoming NFL season.
How long have you been working with American Eagle on the campaign?
“We have been working on the fall campaign for a few months and shot the photos about six weeks ago. It’s been for the ‘Live Your Life’ campaign, and everything has gone really smoothly. I’m really excited to be a part of it. I love American Eagle’s clothes. I’ve known about them since I was a kid, and to be a part of this upcoming campaign is really cool. I’m really excited about it.”
What made American Eagle feel like the right brand to partner with?
“Yeah, I’ve liked them since I was a kid. Obviously, it’s changed a lot over the years, and I feel like they have revamped the brand a little bit recently. Some of the new stuff they have is awesome, and it fits my style really well. I wear a lot of simple and neutral colors. I like that it’s relatively affordable for people to purchase. I know as a kid, my friends and I had a lot of their stuff.
Obviously, the messaging aspect of “Live Your Life” is encouraging people to live their lives to the fullest. The way I see it is to take ownership of their life and not to compare too much to anyone else. Do what you love and do what you’re passionate about. I think that alongside with their clothes and the people, it all fit pretty well.”
What are you most excited about for the upcoming collection?
“Oh, man. They have a lot of good stuff. But I do like the carpenter pants. The looser-fitting pants.”
You and your wife are expecting your first child. How will fatherhood impact your fashion style?
“Thank you (laughs). I guess I can have more of a dad style because I will be a dad. I kind of like the loose fit. That’s been a trend for the past few years. I don’t know if it will change too much. But my wife, Marissa, and I are very excited about our first kid in January, a baby girl.”
What fashion advice would you offer other NFL players?
“I don’t know if I should be the one offering it. There are some guys who have pretty good fashion sense. Mine is really simple, and there are guys who really go out there more than I do. I like to just be comfortable, loose clothing, and neutral colors. I don’t like super graphic T-shirts or pants. I’m pretty basic and wear similar stuff a lot. I like stuff that I can wear with anything, so I don’t have to get a bunch of new clothes all the time.”
Switching gears, what sneakers are you wearing off the field this summer?
“Yeah, I’m an adidas guy. I’ve always liked the Stan Smiths. I’ve been wearing those a lot, including the high-top version. The Ultraboosts are great for walking around and working out. I liked the Yeezyz for a while. That’s probably not appropriate to say now with all the stuff that’s been going on. But I don’t wear those much anymore. Honestly, I kind of fazed out of them in general. Not just because of that.”
Last question: what are your individual and team goals for the upcoming season?
“The team goal is always to win a Super Bowl. I don’t want to beat around the bush too much with that one. That’s why you play. At this point, we’ve won a Playoff game; we know what that feels like. We’ve been kind of close to having an opportunity to make it there, and we want to do that.
So, obviously, win a Super Bowl. But it starts with training camp. It starts with one game at a time, and you can’t get too far ahead of yourself. I’m just excited about training camp to build chemistry with the team and put ourselves in an opportunity to win a lot of games, so we do have the opportunity to make the Playoffs, host some games, make the Super Bowl, and win one.
Individually, I’ve said it a few times. I’m not a huge stat guy. We’ve kind of made some QB stats in our room this year as goals. But I’ve just never been big on that. My whole career is, I don’t know, it just never sat right with me putting that out there. Because it takes something different ever week, it’s not always what you expect, so I don’t like to put a number on it. The success of the team is how I judge my season.
As a quarterback, to be well-over 4,000 yards, mid-to-high 30s in touchdowns, have less than 10 interceptions are basic things I would like to have when I start the season. I’d like to play every game. Just being out there and being healthy is huge, which is one thing I want to do a little bit better.
You don’t control all that, but right now, I’m just getting my body in the right shape so I can go a full season and avoid some injuries. Those are my goals.”
Forbes: Why Female Athletes Like Coco Gauff And Jordan Chiles Are The Best, Most Authentic Brand Storytellers
As tennis phenom Coco Gauff becomes the first tennis player and youngest athlete to ever carry the flag for Team USA at an Olympics, and as we reach gender parity at the Olympic games for the first time, it’s clear that female athletes are breaking barriers in sports.
And in the marketing world.
Gauff, the 20-year-old reigning US Open Champion, was also revealed this week as one of the faces of American Eagle’s newest campaign, Live Your Life. And last month Olympic gymnast Jordan Chiles partnered with Milani Cosmetics to promote the brand’s Make It Last setting spray. By celebrating and elevating the stories of athletes like Gauff and Chiles, brands now have an unparalleled chance to forge new, authentic connections with consumers. And in the world of brand marketing, authenticity is the new currency.
A Full Court Press on Female Athletes
Women’s sports are on fire.
According to recent data, viewership of women’s sports, like tennis, basketball and golf, is exploding. And younger, social media-savvy athletes like Gauff and Chiles have amassed huge social media followings with highly engaged fan bases.
In a long overdue leveling up, brands in industries seemingly unconnected to sports are now partnering with female athletes, tapping into their compelling stories and storytelling to connect with consumers — and drive engagement, loyalty and sales.
A New Kind of Influencer
The “pay per shout-out” influencer strategy has lost its impact, particularly among younger consumers, says Stacey Hawes. The Chief Performance and Data Officer at marketing agency MERGE recently completed a broad study around what drives Gen Z purchase decisions.
The study revealed that while Gen Z consumers are significantly influenced by brands advertising or collaborating at in-person events, and a large number are willing to spend a significant percentage of their total earnings on event-related purchases, brands must approach this younger consumer differently. “Gen Z is more thoughtful and less impulsive in how they buy,” says Hawes. “You can get into their wallets, but they have to be influenced. And they’re not being influenced any longer by celebrities like they once were. They’re being influenced by people they admire.”
In other words, by athletes.
Inspiring Consumers
Brand deals with female athletes are on the rise. Gymnast Simone Biles, for example, was recently named the newest partner on Eli Lilly’s Mounjaro campaign and Olympic hurdler Anna Cockrell just became the first female athlete on Lowe’s endorsement roster. And then there’s Coco.
“We wanted to partner with Coco because she is someone who really exemplifies the spirit of ‘Live Your Life’ in every way possible,” says Craig Brommers, Chief Marketing Officer – AE.
“Coco is a great example of Gen Z,” says Brommers. “She is achieving so much greatness on the court, but she is also emerging as a fashion icon, she is a business enterprise, and she is making an impact with the causes she has spoken out for.”
Milani, the cosmetics brand known for its affordable, inclusive beauty products, has similarly embraced the power of female athleticism to tell its story in a new campaign called “Face Set. Mind Set.”
The brand’s new campaign, which promotes the brand’s Make It Last setting spray, features four Milani customers — who also happen to be rockstar athletes: gymnast Chiles, WNBA player Sabrina Ionescu, volleyball star Chiaka Ogbogu and weightlifter Mattie Rogers (all but Rogers are competing in this summer’s Olympic Games.)
Both Milani and American Eagle are tapping into their star athletes’ status, loyal fanbases and compelling storytelling to share their brand’s message.
Milani’s new campaign leans into the cultural shift of women wearing makeup while playing sports and exercising. The athletes’ social content tells the story that beauty and strength are not mutually exclusive and that setting your face frees you to set your mind. “When your face is set, you’re ready to face whatever it is you do with more power, with more grace, and importantly, with more confidence,” says Mary van Praag, the brand’s CEO.
AE’s campaign includes an image of Gauff in a denim tennis outfit. The image conveys the campaign’s call to action to the brand’s newest generation of customers – to do the things they love to do in the clothes that make them happy. The outfit is from the brand’s new collaboration, Coco Gauff x American Eagle, which will launch August 15th at the US Open.
Secrets to Success
Brommers says female athletes are an important part of AE’s marketing mix. While influencers can at times be one dimensional, he believes “female athletes are multidimensional and that’s why they’re so compelling in terms of partnering with brands.”
What else leads to a successful brand partnership with female athletes?
Storytelling
The best brands are the best storytellers, according to Brommers. And the best storytellers are the female athletes. “When we work with athletes, their performance on the court or field is important. But our customers are more interested in what they’re doing off the field of competition,” he says. “And that’s why people are interested in their fashion, their perseverance, their discipline.”
“Our athletes all have personal stories behind them,” agrees van Praag. “Our customers want to know what they went through, how they trained and how they got to where they are?”
Shared Values
Authentic connection between a brand’s customers and athletes derives, in part, from shared values, says Hawes. “These female athletes are promoting the things Gen Z cares about, like positivity, body image and wellness.” Van Praag sees similar value in her athletes. “By partnering with athletes, consumers associate our campaign with health and wellbeing.”
Many female athletes use their platform to speak out for causes, and that resonates with consumers who share those values. Gauff, for example, has spoken out publicly about social justice reform, food insecurity and LGBTQ+ rights.
IRL Events
“We’ve received very consistent feedback from millennials, Gen Z and Gen Alpha,” says Brommers. “One thing that emerged that is new is the desire for human-to-human connection.” And brands must show up where their customers are. IRL events, where consumers meet brand partners, connect with other brand enthusiasts and touch products, are an important part of all brands’/athletes’ marketing playbooks.
Milani recently hosted an in-person “training camp” event in Los Angeles. Brand enthusiasts were encouraged to show up, run a “low key” obstacle course and take home free setting spray. American Eagle promises in-store events, pop-ups and surprise events around its “Live Your Life” campaign.
The Business of Female Athletes
Working with female athletes is more than just fair play.
“There were moments in the last 25 years or so that working with female athletes was a feel-good moment,” shares Brommers. But now, he says, it’s about driving business impact. “When we look at the influencers, celebrities and athletes we work with, female athletes are some of our best performers.”
Livvy Dunne, the Louisiana State University gymnast who rose to fame on TikTok and Instagram, is another example of a strategic female athlete partnership that paid off in spades for the retailer. “She was one of the first athletes we worked with in the NIL (name, image and likeness) space,” says Brommers. “When she wore a specific American Eagle jean in any social content, we’d see an immediate pop in sales.”
As more women engage in and watch sports, the influence and visibility of female athletes grows. As these women have proven to be powerful influencers and authentic storytellers, this is creating a significant new opportunity for brands.
