Episode 6

Redefining Athletes' Impact on Fashion Worlds with Kenny Annan-Jonathan

Published on: 10th May, 2024

Hello, fashion enthusiasts! I'm David M. Watts, your host for Just A Fashion Minute, and I'm thrilled to welcome you to this week's episode featuring the insightful Kenny Annan-Jonathan. We have an engaging conversation lined up, discussing the intersection of sports and fashion, the impact of influential figures in these industries, and the evolving nature of luxury and consumer awareness.

Kenny shares intriguing insights about professional athletes venturing into fashion as a post-sports career revenue stream, the challenges they face, and the growing awareness of overconsumption. We delve into the influence of sports personalities, including their off-field endeavours and their involvement in the fashion industry. Kenny also sheds light on the importance of personal values and ethical considerations in the fashion industry, drawing from his experience as a black entrepreneur and founder of The Mail Room sports marketing agency.

As always, we have our Just A Fashion Minute News Round Up, bringing you the latest updates on fashion and retail trends, including the debuts, expansions, challenges, and evolutions in the industry.

Don't forget to subscribe on your podcasting app of choice to stay updated on all our future episodes. Join us as we explore the dynamic world of fashion and its intersection with various spheres of influence.

Timestamps & Topics

00:01 - Introduction

Just A Fashion Minute News Roundup and Welcome Kenny Annan-Jonathan.

04:03 - Nike's Challenges & Innovation

Discussion on Nike's recent struggles with innovation and connecting with cultural trends/collaborators.

07:19 - Kenny's Background in Fashion

Kenny shares how his older sister's musical interests and style influenced his early exposure to fashion. He also talks about starting his own streetwear brand.

13:33 - Mentorship from Darren Skey

Kenny highlights how Darren Skey, formerly of Harvey Nichols, provided crucial mentorship early on regarding the business side of fashion.

16:13 - Defining Fashion

Kenny defines fashion as an outward expression of inner feelings.

17:10 - Sports & Fashion Relationship

The growing relationship between sports, especially football/soccer, and the fashion industry is discussed.

20:02 - Nike's Nigeria Kit Impact

Analysis of the cultural significance behind the viral success of Nike's Nigeria kit compared to England's.

24:21 - Addressing Racism in Sports

Kenny discusses if he has faced any racism while working in sports/fashion and how representation matters.

26:43 - David Beckham's Fashion Statements

David Beckham is cited as an athlete who used fashion to make bold statements and be expressive.

28:45 - Non-Traditional Sports & Fashion

Kenny highlights how non-traditional sports like the Paralympics, boxing, and skateboarding are embracing fashion collaborations.

33:25 - Athletes Pursuing Fashion Post-Career

The trend of professional athletes pursuing fashion as a revenue stream after retiring from sports.

36:02 - Risks of Working with Athlete Brands

Discussion on the potential risks brands face when working with athlete endorsers who may misbehave.

37:52 - Being a Black Founder in Sports Marketing

Kenny shares his experience as a black man and founder of a sports marketing agency navigating the industry.

40:48 - Advice for Newcomers

Context: Kenny's advice for newcomers trying to make it in the sports/fashion industries.

42:12 - Quick Fire Questions

Quick fire questions on embarrassing fashion moments, favourite stores, unsung heroes, and his outfit that day.

Guest Bio

Kenny Annan-Jonathan is a pioneering figure in the intersection of sports and fashion, currently serving as the first-ever creative director for the English Premier League football club, Crystal Palace. Born in Battersea, South London, to a mother who emigrated from Ghana, Annan-Jonathan has always been drawn to the creative arts. He began his career as a graphic designer before venturing into fashion, where he launched a successful clothing line in the mid-2000s that gained prominence in London and attracted a following among celebrities and athletes, including footballer Wilfred Zaha.

Annan-Jonathan's relationship with Zaha evolved from fashion collaboration to a business partnership, leading to the co-founding of the brand Long Live Studio. Recognising a gap in the market for athlete representation beyond traditional sports management, he founded The Mailroom in 2017. This bespoke sports marketing agency aims to enhance the visibility and branding of athletes and sports brands through creative and organic partnerships.

His innovative approach and understanding of the cultural convergence between sports and fashion led to his historic appointment at Crystal Palace. Here, he is responsible for overseeing apparel collections and fashion partnerships, aiming to redefine how sports teams engage with fashion and expand their brand influence