Ferrand-Prevot discusses Paris-Roubaix Femmes win
Pauline Ferrand-Prevot describes her emotions after becoming the first French winner of the Paris-Roubaix Femmes, explaining what went into her impressive victory.
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Business of Fashion
2 hours ago
- Business of Fashion
Is Sailing Ready for Its Fashion Moment?
Last weekend, nearly 10,000 people packed a grandstand in New York for this year's kickoff of SailGP, an international sailing race often likened to Formula 1 on the water that has rapidly attracted audiences with its elite, globetrotting allure. At the top of every sail on the high-speed catamarans was the logo for Rolex, which has sponsored the race since its start in 2019. This year, L'Oréal was also featured on the French team's sail as part of its three-year sponsorship deal with the team, while Tommy Hilfiger claimed nearly the entire sail of the US team, which it also outfitted on and off the water. On the ground, however, it was a different story. Fashion and beauty were largely absent, with most of the brand activations coming from hospitality players like The Plaza Hotel and Nobu. The event showed early hints of how fashion and beauty are starting to take notice of SailGP, but also how much room there is to grow. 'It's the very beginning,' said Christophe Babule, L'Oréal's chief financial officer. 'Look at Formula 1 30 years ago. It was a much more confidential event. Today, it's a worldwide event with a huge [following], so I'm quite sure that we will see more and more players coming into this event in the near future.' While it's early to crown SailGP the next Formula 1 for brands, the sport is seeing success in attracting a wider range of viewers, many of whom are drawn in by its aspirational nature. At its Auckland race, for instance, 70 percent of viewers had never sailed before. SailGP is also the subject of a new Paramount+ docuseries released today, 'SailGP: Uncharted,' that should bring it even more exposure, and as in other sports, high-profile investors have been getting involved with the teams, which may help with driving visibility. Anne Hathaway has joined the ranks of investors backing the Italian team, while Ryan Reynolds and Hugh Jackman bought the Australian team, following Reynolds' investment in English football team Wrexham A.F.C. alongside co-owner Rob McElhenney, which has turned into a sensation with the series 'Welcome to Wrexham.' 'Our challenge is education and marketing to new eyeballs,' said Mike Buckley, co-owner and chief executive of the US SailGP team. SailGP has been promoting itself to an affluent fan base at events like the Tribeca Film Festival, as well as the Las Vegas Grand Prix to tap racing fans more broadly. While sponsors of SailGP were traditionally more specific to sailing, like Helly Hansen and Sail Racing, the shift creates an opportunity for brands outside of the performance gear space. 'Our audience is an audience that I think high end fashion brands would resonate with, in terms of our demographic that are either coming to our events or watching on TV or a small screen,' said SailGP managing director Andrew Thompson. Storytelling Through Sailing SailGP's Paramount+ series has its brand partners banking on enhanced visibility. The fast-paced nature of the event set against backdrops from Saint-Tropez to Dubai is eye candy for today's short attention spans. 'It is obvious that it will work, because it's pretty well designed to be seen on a screen,' said Babule from L'Oréal. 'We know what it takes today to activate consumers. These races are very quick ones, so you can follow that on Instagram or on TV.' Beyond the show, content production opportunities for brand partners are plentiful. For Tommy Hilfiger, being easily visible on the boat and at the heart of the sport is crucial. 'With SailGP, we chose a place where one of the key athletes sits to play a pivotal role in steering and maneuvering the boat,' said Virginia Ritchie, the brand's chief marketing officer. 'So we get a lot of great content of him sitting right on top of the flag.' In addition to designing the team uniform, as well as performance goggles in partnership with Safilo, the brand dresses the team in fashion outside of the performance realm for moments like walking to the race, or for event appearances, said Ritchie — all of which can easily be repurposed as content across brand channels. The company sees a significant opportunity for driving fashion sales through storytelling that uses sailing and performance content. To accompany the launch of its spring 2025 sailing capsule collection, its window displays in key European stores used photos from the Los Angeles and San Francisco races featuring its branded red, white and blue flag. Rolex has leaned into storytelling around SailGP athletes. It produced a series featuring the British SailGP team's strategist Hannah Mills and showcasing her career and journey becoming a mother and then returning to the team. The sport also gives brands an opportunity to position themselves in a new light with customers. L'Oréal, for instance, is hoping to reach more men, who are historically more challenging to sell on beauty. They make up 'probably 25 percent of beauty consumption, but actually 10 percent of our sales,' said Babule. 'When you are in a sport like high-tech sailing, it's a way to more easily reach a new target of consumers that is in the clear objective that we set ourselves.' The group can activate differently depending on where the races occur, varying the brands it features and marketing tactics it employs. Education around suncare, for instance, remains a challenge for L'Oréal in the European market, and activating around sailing moments, where sun exposure is an obvious element of the sport, creates chances for the group's dermatological beauty division to further its goals in the region. Brand Alignment For brands considering potential sports partnerships, however, alignment with the sport is a key consideration. Tommy Hilfiger, for instance, landed on SailGP after looking at seven potential sports to work with. Sailing was one of them — and a natural fit, too, due to how influential the sport was to the formation of the brand's DNA, all the way down to the Tommy Hilfiger flag, which is based on the nautical letters (colourful flags used in sailing to represent different letters in the alphabet) for the designer's initial, T J H, said Ritchie. The brand also launched its first Sailing Gear collection in the early 1990s. Tommy Hilfiger's experience as an F1 partner let it see that it had another opportunity to marry brand history, a similar racing product and the chance to work closely with athletes in the way that Tommy Hilfiger had with racecar drivers Lewis Hamilton and George Russell, transforming the paddock walk, which had been very 'uniform driven,' into a runway of sorts, Ritchie said. 'That kicked off a ton of collaboration opportunities, a whole new content stream and storytelling,' said Ritchie. L'Oréal has its own history in sailing. The company has been involved with a number of sailing races, including sponsoring the French team when women could compete in the America's Cup for the first time in 2024, as part of the group's broader goal of supporting women. SailGP, which is the only sailing race to include both men and women on the same boat, fell squarely into L'Oréal's value system. While Rolex has historically been involved with sailing — it first partnered with the New York Yacht Club, which created the America's Cup, in 1958 — SailGP, a more modern version of the sport, 'is not their traditional sailing property,' said Thompson. When the brand came on board as SailGP's title sponsor when the race first launched, 'For them, it was quite a bold move,' Thompson added. 'We were untested. [But] Rolex saw the opportunity.'
Yahoo
3 hours ago
- Yahoo
☕️🥐 FC Ptit Dej: Haaland eyes Cherki 👀, Aït-Nouri a big Jul fan 💯
Haaland is keeping a close eye on Cherki 👀 It's written: this duo is going to wreak havoc, and it seems the Cyborg is the first to realize it. While all sources agree that Cherki is set to sign with the Skyblues, nothing is official yet. Still, Erling Haaland already seems eager to play with the French international. On Instagram, the Norwegian liked Fabrizio Romano's legendary "Here we go." Haaland X Cherki, the hype is massive. The brilliant introduction of Rayan Aït-Nouri 😂 We're staying with Manchester City, who are dominating the news these days. While Rayan Cherki's arrival is imminent, Rayan Aït-Nouri's is already official. The Algerian full-back took part in a very friendly introduction video where his honesty and naturalness are a pleasure to see. Fan of JUL and a kebab lover: he's basically the mate we all want to have! Luis Enrique still on cloud nine 🥳 Ten days after PSG's Champions League triumph, the party is still going strong. Passing through Barcelona, Luis Enrique spots some Parisian fans singing the PSG anthem. That's all it takes for him to join the group, resulting in some fantastic footage! A bit of fun for Lucho before getting back to business with the Club World Cup. The must-sees from yesterday 🍿 - 2026 World Cup Qualifiers: Belgium avoids disaster, Italy finally bounces back, Croatia dominates... Advertisement - 🚨 OFFICIAL: Inter's new coach revealed! - Transfer window: OL and Manchester City have reached an agreement for Cherki TV Schedule 📺 8:45 PM: Finland - Poland (L'Équipe Live) 8:45 PM: Netherlands - Malta (L'Équipe Live) 8:45 PM: England - Senegal 10:00 PM: Bolivia - Chile This article was translated into English by Artificial Intelligence. You can read the original version in 🇫🇷 here. 📸 CORNELIUS POPPE
Yahoo
11 hours ago
- Yahoo
Liverpool Are Keeping A Keen Eye On This Bundesliga Forward: Should Slot Get Him On Board?
Liverpool Are Keeping A Keen Eye On This Bundesliga Forward: Should Slot Get Him On Board? On Sunday's edition of the Here We Go podcast, renowned journalist Fabrizio Romano claimed that Liverpool are keeping a keen eye on Eintracht Frankfurt forward Hugo Ekitike. Romano said, 'There are many clubs appreciating Hugo Ekitike. It's true that Liverpool like him. Advertisement 'They [Liverpool] had some contacts to understand the situation. But at the moment the focus for Liverpool is Florian Wirtz – coming soon, Milos Kerkez – coming soon. 'They are not advancing for Ekitike but they made some calls over recent weeks to understand the situation of the player, the costs. 'So, he's a player they like, but let's see if they decided to go strong on him or another one. It also depends on the outgoings.' Ekitike's Impressive Form In German Football Ekitike had an impressive campaign in the Bundesliga after he put in a lot of productive displays as the focal point of Frankfurt's attack. The French striker registered 22 goals and picked up 12 assists in 48 matches for the German club last season across multiple competitions. Advertisement The 22-year-old deserves a ton of credit for attempting 4.0 shots per 90 minutes in the Bundesliga. He kept 38.6% of his attempts on target and even distributed the ball well based on his pass completion rate of 75.5% in the German first division (stats via FRANKFURT AM MAIN, GERMANY – APRIL 17: Hugo Ekitike of Eintracht Frankfurt inspects the pitch prior to the UEFA Europa League 2024/25 Quarter Final Second Leg match between Eintracht Frankfurt and Tottenham Hotspur at Deutsche Bank Park on April 17, 2025 in Frankfurt am Main, Germany. (Photo by) Should Liverpool Boss Arne Slot Get Ekitike On Board? Ekitike excels at finding some space for himself to get a few strikes in at goal. He has got the eye to cut open the opposition defence with a killer pass in the final third and has proven himself to be a lethal finisher in the Bundesliga. The French centre-forward can also make some clever runs with the ball up top. Standing at 1.90m, he is a strong presence in the air as well. However, it remains to be seen whether the Frankfurt star can make a smooth transition to life in the Premier League. Advertisement Ekitike would undoubtedly add plenty of goals to Liverpool head coach Arne Slot's attack. He has what it takes to earn a regular first-team place at the Merseyside club in the coming seasons. At 22, the future looks quite promising for Ekitike. Therefore, the Reds would be wise to go all out to get him on board in this summer transfer period.
