SBD/July 26, 2013/Marketing and Sponsorship

Lindsey Vonn Becomes Latest Athlete Making Her Way Into Fashion World

Vonn has not hired a hairdresser or makeup stylist to amp up her image
Skier Lindsey Vonn is "poised to make a sports-to-fashion crossover, which few female athletes -- with the exception of tennis stars Maria Sharapova and Serena Williams -- have been able to accomplish," according to Kirsten Fleming of the N.Y. POST. The summer of '13 has been "a whirlwind for Vonn." She "attended the Met Ball" in May, and the following month, designer Cynthia Rowley "dressed the skier for the Council of Fashion Designers of America (CFDA) awards. She currently is "in the new issue of Vogue." Rowley said Vonn's feeling toward fashion "is very natural and cool." Rowley added, "With the intensity of her sport, I think she just enjoys this. She seems to be entertained by it but not obsessed." Vonn's rep said that she "has not hired a regular stylist, hairdresser or makeup artist to amp up her image." But part of her comeback from a knee injury "involves experimenting with more sophisticated silhouettes and upscale designers." Vonn has "always been a sex symbol for lad-mag readers." In the past, she has "sported youthful form-fitting dresses with short hems." She also "posed for the Sports Illustrated Swimsuit issue" in '10. But now she is "going for elegance." Sports and entertainment lawyer Francis Cuttita said that Vonn's relationship with Tiger Woods "could be beneficial for her endorsement potential." He added, "Tiger is trying to resurrect his career, and I think their commitment to each other is showing stability, which is what any type of corporate endorser wants for their athlete." Vonn has deals with Under Armour, Red Bull and Rolex. Her "foray into the fashion world bodes well for Vonn’s brand, which could help her tap into another audience" (N.Y. POST, 7/25).
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