Khachanov Endorses 12 STOREEZ, Italy-Bound for Stunning Photoshoot
Russian Ambassador Karen Hachanov Represents Brands: 5 Sportswear Updates from Around the Globe
Three years ago, many top Russian tennis players scrapped their deals with domestic brands, finding it ineffectual for both them and their sponsors. But Russian brands are gradually clawing their way back to the top. Karen Khachanov has recently been named the face of 12 STOREEZ' men's summer collection. This clothing brand was founded a decade ago in Yekaterinburg by the Golomazdin sisters, who, due to exorbitant studio rental costs, sported street style in their very first Instagram ad - a move now imitated in the picturesque streets of Rome, where Khachanov graced the collection for his debut photoshoot. With the French Open on the horizon, timing couldn't be more perfect.
Taking a trip down memory lane, Manhattan streets temporarily rebranded during the NY Knicks' playoff run, honoring players with roads bearing their names, numbers, and signature team colors. The Knicks last reached the Eastern Conference Finals way back in 2000, when they lost to the same Indiana Pacers that had recently sent them packing. In an effort to recognize the players and fans, the Department of Transportation and Madison Square Garden Sports adorned the city with stunning signage.
Another enthralling story unfolds in Napoli, where Scottish phenom Scott McTominay stole the show this season, scoring 12 goals in 34 matches, and providing six assists. The Scottish powerhouse didn't just win the hearts of fans, he won the coveted title of Serie A Player of the Year. In recognition of his contributions, Napoli has applied for a trademark under the name McFratm, a moniker combining his name with the Neapolitan term for 'my brother.' This decision paves the way for a line of souvenir merchandise.
As Milan readies itself to host the 2026 Winter Olympics, it's no big surprise that the Italian Olympic team's uniforms have been designed by EA7 Emporio Armani. The renowned Italian designer aims to make the team the most stylish in competition. The collection, set in white, symbolizes harmony and unity against the snowy backdrop of the Olympics. From thermal jackets and pants to baseball caps, each athlete will receive a selection of high-quality, fashion-forward attire. Armani's collection will usher in an era of chic and sophistication for the home team.
New Balance is gearing up to make a splash in the lucrative American football market, announcing a strategic partnership with the Men in Blazers Media Network. The American sportswear giant seeks to capitalize on the upcoming Club World Cup in 2025 and the World Cup in 2026. As part of the collaboration, players like Bukayo Saka, Tim Weah, Jeremy Frimpong, and Eduardo Camavinga will appear on the network's shows, endorsing the brand and participating in live events across the US. The partnership kicks off with a pop-up event in New York on June 14, celebrating Porto's participation in the Club World Cup.
- In an unexpected twist, the Premier League championship winners might find themselves competing not only on the pitch but also in the world of fashion-and-beauty, as Karen Khachanov's success with 12 STOREEZ may inspire other players to venture into the realm of lifestyle endorsements.
- As the football season draws to a close, attention in the European leagues will shift to the fashion industry, with New Balance focusing on sports apparel for American football, aiming to make a significant impact during the Club World Cup in 2025 and the World Cup in 2026.
- With the fashion industry increasingly intertwined with sports, it wouldn't be surprising to see football stars like Bukayo Saka, Tim Weah, Jeremy Frimpong, and Eduardo Camavinga be the new faces of sports-lifestyle brands, following in the footsteps of Russian tennis ace Karen Khachanov, who recently took Rome by storm with his photoshoot for the fashion-conscious men's wear brand, 12 STOREEZ.
