Published on 15/07/2024
When France hosted the World Cup in 1998, sport was still a popular commodity: Zidane advertised water and most of his fans could afford his shirt. Today, athletes walk the catwalk for Dior and attending the final of an event in Paris in 2024 can cost the same as a piece of jewellery. Even a simple jog is rarely done without a pair of the latest headphones!
Has sport become a luxury? Why is the luxury industry trying to get closer to it? Is there a contradiction between the values of the two? What happened between 1998 and 2024?
To find out, Kevin Erkeletyan spoke to an expert who knows as much about sports as he does about luxury: Ivan Coste-Manière. A professor and the director of the MSc in Luxury and Fashion Management programme at SKEMA Business School, he is also the vice-president of the Comité Français Pierre de Coubertin.
Through the history and (pop) culture of brands and sports, and some well-chosen examples, he takes us on a journey through Olympism and research.
"Makes Sense? is a podcast from
SKEMA Business School, presented by Kevin Erkeletyan.
Learn more about
Ivan Coste-Manière.
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Discover the other episodes of SKEMA Makes Sense? :