# Athlete-Inspired Lingerie Collections Agent Provocateur's SS20 Campaign Features Olympic Athletes By Ell Smith | Published 2020-03-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/agent-provocateurs-ss20 References: [hypebae](https://hypebae.com/2020/3/agent-provocateur-spring-summer-collection-campaign-alysha-newman-georgia-mae-fenton-queen-harrison-lingerie-release) & [agentprovocateur](https://www.agentprovocateur.com/int_en?gclid=Cj0KCQjw9ZzzBRCKARIsANwXaeLZ6AtDpgX_p9O4P2Cj_C4yOv-Jg7ZyQ1UWO6Un02rBKZS_8oECgq4aAspFEALw_wcB) Strength and sensuality come together in [Agent Provocateur's](https://www.trendhunter.com/trends/hot-desking) SS20 campaign, as the lingerie brand releases ads that star [international athletes](https://www.trendhunter.com/trends/dove-and-sports-illustrated) ahead of the Tokyo 2020 Olympics. Under the hashtag #WePlayToWin, four athletes - pole vault champion Alysha Newman, gymnast Georgia-Mae Fenton, Olympic hurdler Queen Harrison and climber Sasha Digiulian - compete in the brand's luxe lingerie. The ad boasts an 80s aesthetic, with intentionally low-fi graphics and nods to the popular aerobic videos of the time. The [athlete-inspired pieces](https://www.trendhunter.com/trends/elite-female-athlete) include one-pieces, bra and underwear sets, tights, body suits and more, with each piece offering the same practicality and style that's demonstrated in the ads. The pieces feature a more delicate colorway that's perfect for spring, including many pastels. Image Credit: Agent Provocateur ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 98% | Activity: 97% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Athlete-inspired Lingerie:** Opportunity for lingerie brands to collaborate with athletes and create collections that combine strength, sensuality, and performance. - **Sportswear Fashion:** Opportunity for sportswear brands to expand their offerings into the lingerie market, combining athletic performance with style. - **Nostalgic Aesthetic:** Opportunity for brands to tap into the nostalgia trend by incorporating 80s-inspired graphics and aesthetics in their advertising and product design. ### Who This Affects Most - **Lingerie:** Lingerie brands can explore partnerships with athletes to create products that cater to the athletic and performance needs of women. - **Sportswear:** Sportswear brands can venture into the lingerie market, offering products that combine athletic functionality with fashionable designs. - **Marketing and Advertising:** Brands can capitalize on the nostalgia trend by incorporating 80s-inspired aesthetics in their marketing campaigns and product designs. ## Related on Trend Hunter - [Office-Themed Lingerie Collections](https://www.trendhunter.com/trends/hot-desking.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Dynamic Athleisure Apparel](https://www.trendhunter.com/trends/victorias-secret-relaunched.md) - [Athlete-Backed Menstruation Campaigns](https://www.trendhunter.com/trends/sportyourperiod.md) - [Athletic Wear Collabs](https://www.trendhunter.com/trends/nikeskims-collection.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Versatile Athletic Capsules](https://www.trendhunter.com/trends/brunette-the-labels-sport-collection.md) - [High-Performance Women's Activewear](https://www.trendhunter.com/trends/legendary-capsule-collection.md)