# Athlete-Backed Fashion Campaigns Dwyane Wade Poses for Versace's Underwear Campaign By Lima Kalim | Published 2024-06-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/versaces-underwear-campaign References: [wwd](http://wwd.com/pop-culture/new-fashion-releases/dwyane-wade-versaces-underwear-campaign-1236438980/) Dwyane [Wade](https://www.trendhunter.com/trends/wade-college) posed for the latest [Versace](https://www.trendhunter.com/trends/signature-eyewear-collection) underwear campaign. The photos were taken by Tim El Kaïmin, highlighting Dwyane Wade's athletic physique. Versace, the Italian fashion house has updated the trunks and briefs design. The designs are mainly on the border, which is a reimagined Greca border, with the [Medusa](https://www.trendhunter.com/trends/versace-fw25) head, which is synonymous with Versace. Dwyane Wade was styled by Jason Bolden, who has previously worked with Yara Shahidi, Stephen Curry, and Michael B. Jordan. This is not Wade's first endeavor with Versace. Earlier this year, Wade wore Versace to the Met Gala, and in 2012 Wade launched a line of eyewear with Versace. Wade's continuous partnerships with Versace can lead to brand awareness through Wade's fans. Image Credit: Versace ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 95% | Activity: 93% | Freshness: 24% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Celebrity-endorsed Athleisure:** Dwyane Wade's collaboration with Versace signals a growing trend where athletic icons endorse luxury athleisure wear, creating crossover appeal between sports and high fashion. - **Revamped Classic Designs:** Versace's reimagined Greca border and Medusa head updates in their trunks and briefs showcase a trend towards updating iconic designs to appeal to modern consumers. - **High-profile Fashion Photography:** The involvement of renowned photographer Tim El Kaïmin in capturing Dwyane Wade emphasizes a trend of using high-profile talent behind the camera to elevate fashion marketing campaigns. ### Where This Applies - **Luxury Fashion:** Versace's innovative design updates and high-profile endorsements by athletes highlight the evolving dynamics within the luxury fashion market. - **Sports Apparel:** Athlete-endorsed fashion lines are increasingly blurring the lines between sports apparel and high fashion, driving new opportunities for brand collaborations. - **Fashion Photography:** The trend of utilizing celebrated photographers like Tim El Kaïmin for high-fashion campaigns indicates an industry shift towards more artistic and compelling visual storytelling. ## Related on Trend Hunter - [Athlete-Approved Jewelry Campaigns](https://www.trendhunter.com/trends/curb-chain-collection.md) - [Athlete-Backed Jewelry Brands](https://www.trendhunter.com/trends/mens-jewelry-brand.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Basketball-Inspired Undergarments](https://www.trendhunter.com/trends/tommy-johns-tournament-collection.md) - [Vibrant Blue-Toned Performance Capsules](https://www.trendhunter.com/trends/tropical-tide-collection.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Basketball Star Pre-Roll Boxes](https://www.trendhunter.com/trends/preroll-box.md) - [Football Athlete-Headed Footwear Campaigns](https://www.trendhunter.com/trends/travis-hunter.md) - [Basketball Culture-Inspired Campaigns](https://www.trendhunter.com/trends/let-them-talk.md)