Brand Marketing With Athletes' Body Beauty As The Selling Point To Lead Underwear Industry

How much fashion do you love today? During the world cup this year, DOLCE&GABBANA took the latest pictures for Italy.

Coubertin, the father of modern Olympic Games, once published a prose poem "Ode to sports", which praised sports.

In the first paragraph of the exclamation of sports, the poet wrote, "ah, sports, you are beautiful! / the human body that you shape, becomes noble or despicable / depends on whether it is led to degeneration by shameful desire, or by healthy strength nurturing / without coordination."

Body aesthetics, once regarded as imprisoned, has been rediscovered by fashion brands, and athletes who have been trained for a long time, such as sculptured bodies, have become the best models to show this kind of physical beauty.

In advertisements advertised by sports stars, physical sensuality often appears as the first selling point.

This effect is particularly evident in the early underwear advertisements. Calvin Klein asked the pole vaulting Tom Hintnaus to take the underwear posters for them, which was stolen on the second day in New York Times Square, while the sales of Calvin Klein underwear were multiplied several times.

This clearly inspires other athletes. French pole vaulter Lo Menear has looked for sponsors in nude and pole vaulting on the streets of Paris.

Is nude athletes more popular than strong male stars? The answer is of course not.

But shooting naked advertisements with athletes also has a deeper level of care.

In general consciousness, athletes are more like pronouns of good figure, which makes it easier for the audience to have a sense of "WYSIWYG".

With the development of modern sports, the sportsmen's clothing is more frivolous. Athletes can display their muscles openly in competitions.

Brand marketing, which takes athletes' body beauty as the selling point, is leading us to enter the era of male consumption imperceptibly.