Pro athletes are upping their style game. As professional sports players, musicians, and other cultural leaders increasingly become a part of the fashion landscape, they have carved a unique niche in the space, especially when it comes to brand ambassadorships and other partnerships. Sports players have largely owned the space with the #tunnelfits (case in point, WNBA player Cameron Brink among others.) A new platform TUNL—the result of another partnership between creative director and “dot connector” Ashley Champ and creative agency Versus Partners—aims to align sports, music, and other personalities with luxury fashion and streetwear for a one-stop hub for related content, commerce, and community with sports partnerships, designer collaborations, online marketplace, and an annual gala. FashionNetwork.com spoke to Champ before the debut of the first annual TUNL Gala, hosted by hip-hop music executive Lenny Santiago on the eve of NYFW. The event will host GRAMMY award-winner Mustard in partnership with Spotify and following the Gala, TUNL will unveil its first designer collaborations with MiIfland and PINKFlamingoUSA X PRIX on its e-comm marketplace.
FashionNetwork.com: Congrats on the launch of TUNL and joining Versus Partners. Tell me how the genesis for this platform came about?
Ashley Champ: Thank you! The idea for TUNL has been brewing for quite some time. It all started from observing the cultural phenomenon of “tunnel fits,” where athletes would turn the stadium tunnel into a runway, showcasing their style before games. This sparked the realization that there was a massive opportunity to bridge the gap between sports, fashion, and culture in a more formalized way. The genesis of TUNL was really about creating a dedicated platform where these worlds could converge, allowing athletes and fashion brands to collaborate authentically and give fans a chance to engage with these trends in a meaningful way. Partnering with Versus was a natural step because of their strong track record in producing culturally impactful content.
FNW: In terms of both sports personalities and fashion designers or brands, what was your previous experience in working with both entities?
AC: Now serving as VP of talent and partnerships at VERSUS, I have over a decade of experience working with both brands and creators and, in today’s social media landscape, ensuring talent drives authentic marketing and storytelling that resonates with the culture. One key insight I’ve gained is that athletes are creators, too. They contribute far beyond their performance in sports, and increasingly, people are recognizing the power and impact of giving them a seat at the table in creative conversations. I recently reinforced this message while working with Leaguefits at NYFW SS23, where I produced and creatively directed the event “Black Ultra.” This event, which featured a dinner, panel, and after-party, highlighted athletes’ influence on culture as a whole. It was a powerful showcase of how athletes can shape the cultural narrative, demonstrating that their impact extends well beyond the game.
FNW: In recent years, what athletes wear in their off-time, at industry events, and even while attending fashion shows has become a new avenue for style expression. What do you think helped this transformation come about? Especially in the past, it wasn’t the case. Who do you consider the GOAT when it comes to a sports personality who pioneered fashion/style as a side gig?
AC: The transformation has been fueled by several factors, but social media has played a significant role. Platforms like Instagram and TikTok have given athletes a direct line to their fans, where they can express their personal style and build their brands outside of their sports careers. Additionally, the blending of entertainment industries from fashion to music, to sports, has allowed athletes to break into the fashion scene as style stars regardless of their stats and successes on the field. While it’s hard to deny Michael Jordan as the GOAT, especially considering the massive influence of his brand today, we can’t overlook the quiet OGs like Allen Iverson and Dennis Rodman. These athletes stayed true to themselves and their unique forms of self-expression, regardless of league politics. To me, they’re the ones who truly paved the way for the world we see today.
FNW: What sports are most prominent to have players/athletes that are likely to embrace the fashion world? So far it seems basketball players, football players, and maybe race car drivers. Any other potential sports activities we can expect to see more partnerships coming from?
AC: Beyond basketball players, football players, and race car drivers, fashion has also deeply resonated with athletes in BMX, golf, tennis, and soccer. These sports have long influenced fashion, with their apparel becoming staples in everyday wardrobes. BMX culture has always been tied to streetwear; golf’s classic looks have inspired preppy styles, tennis has brought sleek and sporty designs to the forefront, and soccer jerseys are now iconic in street fashion. As these sports continue to evolve, we can expect to see even more partnerships and collaborations that bridge the gap between athletic performance and fashion-forward style.
FNW: It sounds like TUNL will also be a great resource for brands. How do you envision them interacting with the platform? Will it help them form these partnerships?
AC: Absolutely. TUNL is designed to be a hub where brands can connect with athletes in a way that feels organic and impactful. We envision brands using the platform to identify the right partners for their campaigns, whether it’s through direct collaborations, curated content, or events like the TUNL Gala. Our goal is to facilitate partnerships that are authentic to both the brand and the athlete, creating a win-win situation that resonates with audiences and brings fans along for the journey
FNW: Another segment of this seems to be the entertainment arm; how will this integrate into the platform?
AC: The entertainment arm is integral to TUNL’s mission. We’re not just focusing on fashion and sports but also on how these elements play out in the broader cultural landscape. Through collaborations with musicians, filmmakers, and other creatives, we aim to create a holistic experience that touches on all aspects of culture. The TUNL Gala is a perfect example of this, where we’re bringing together top athletes, designers, and entertainers to celebrate the intersection of these worlds. We’ll also be producing original content that showcases these collaborations in innovative ways.
FNW: Anything else I didn’t ask that you would like to mention?
AC: I’d like to emphasize that TUNL is about more than just fashion or sports—it’s about celebrating these worlds’ cultural impact when they come together. We’re excited to create a platform that not only highlights this synergy but also makes it accessible to fans and consumers in a way that’s never been done before. Stay tuned for more exciting collaborations and events as we continue to grow and push the boundaries of what’s possible in this space.
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