The concept of brand remixing has been making waves in fashion and subculture, but it’s more than just a passing trend - it’s a growing reality in the world of sports branding. Athletes, teams, and brands are finding new ways to interact with their audiences by remixing established symbols and identities, creating something that feels both fresh and familiar.

The Death of Subcultures, the Rise of Remix Culture

Historically, subcultures were about more than just aesthetics. Skateboarding, for example, wasn’t just about oversized hoodies and Vans; it was a community built around shared values, language, and culture. But with the rise of the internet, we began flattening these identities into mere visuals. The depth and uniqueness of subcultures became commodified into “core” movements - think cottage-core or bloke-core - where you can dip into the aesthetic without fully committing to the lifestyle.

In sports, we’re seeing the same shift. The identity of certain sports like skateboarding, basketball, or even football (soccer) has, in some cases, been reduced to key symbols or aesthetics. But now, sports are remixing these ideas to reflect a broader cultural shift - one where values, aesthetics, and actions are reassembled in creative ways to connect with modern audiences. For an in-depth look at the latest sports marketing strategies driving these changes, check out Top Sports Marketing Trends for 2023, where brands and teams connect with fans in unprecedented ways.

Brand Remixing in the Sports World

Athletes today are no longer just defined by their performance; they’re becoming brands in their own right, remixing elements from various industries. Take LeBron James, for instance. He isn’t just an NBA player; he’s a global brand that spans from his Nike sneaker line to his media platform Uninterrupted. LeBron’s brand is a remix of his athletic achievements, fashion sense, business acumen, and social justice advocacy. It’s a perfect example of how remixing allows athletes to expand their reach into new spaces while still remaining true to their core identity. This kind of innovation in athlete branding is one of the key trends to watch in Top Sports Marketing Trends for 2025, as brands continue to evolve in unexpected ways.

Similarly, sports teams are using brand remixing to transcend their traditional boundaries. The collaboration between Paris Saint-Germain (PSG) and Jordan Brand is a standout example. Here we see football and basketball - a historically European sport and a quintessentially American one - colliding to create something that appeals to a new, global audience. Jordan’s street culture credibility blends with PSG’s high-fashion sensibility, resulting in a hybrid that both fans and fashion enthusiasts can connect with. You can explore more about how such collaborations are changing the game in Integrated Sports Marketing, which outlines how cross-industry influences drive innovation in sports marketing.

Remixing for Social Change: E1 and FC Coma Women

One of the most relevant recent examples of remix culture in sports comes from the partnership between E1 and FC Coma Women. The electric powerboating championship teamed up with the progressive football club to launch the Journey to Gender Equality series, advocating for gender equality in sports. This collaboration is a powerful remix of values - blending sustainability, technology, and social justice into a unified message.

E1, a championship deeply rooted in environmental sustainability, is using its platform to promote gender equality, showing that remixing isn’t just about aesthetics. It’s about combining different values to make a more impactful statement. By aligning with FC Coma Women, E1 brings attention to the gender gap in sports, remixing its identity to include social sustainability along with environmentalism. This type of innovative branding also reflects larger trends discussed in The Importance of ESG Marketing, which explains how social responsibility is shaping marketing across industries.

European Football’s Remix Revolution

This broader trend is not isolated. Across European football, we see this remixing happening regularly, where clubs and brands join forces in unexpected ways. The collaboration between Juventus and Palace Skateboards stands out as a fusion of high-fashion, skate culture, and football. Juventus, a storied Italian football club, partnered with Palace - a British skate brand - to create a capsule collection that appealed to both football fans and streetwear enthusiasts.

This remix brought a new kind of visibility to Juventus, attracting a younger, fashion-conscious crowd while staying true to the club’s identity. It’s a perfect example of how remixing allows sports to remain culturally relevant by adopting influences from other industries. Similarly, AC Milan’s collaboration with Off-White, founded by Virgil Abloh, shows how football and high fashion can combine to create a modern cultural powerhouse. For further insight into the cultural dynamics of modern sports branding, The Science Behind Successful Sports Marketing provides a detailed analysis of how emerging trends are driving innovation.

Remixing Tradition with Modern Movements

Even in traditionally conservative sports, remix culture is pushing boundaries. Rugby, for instance, has long been associated with rugged masculinity and tradition. However, the Premiership Rugby partnership with Stonewall UK in the Rainbow Laces campaign demonstrates how the sport is remixing itself to embrace inclusivity. Rugby is taking its traditional values - teamwork, respect, and camaraderie - and blending them with modern movements around LGBTQ+ equality.

This remix doesn’t dilute rugby’s core identity; it enriches it. By supporting campaigns like Rainbow Laces, the sport is showing that tradition and progress can coexist, appealing to both long-time fans and a new, more diverse audience. Remixing is about expanding the conversation, not abandoning the past. In fact, Tokenising Sports Tickets discusses how innovation like tokenization allows traditional sports to evolve, offering new ways to engage with fans.

Why Remixing is the Future of Sports Branding

These examples - from the gender equality push of E1 and FC Coma Women, to Juventus collaborating with Palace Skateboards, to rugby’s inclusivity movement - show that remixing is here to stay. Brands, teams, and athletes are continuously adapting to new cultural realities by pulling from various spaces, creating innovative, value-driven narratives that resonate with today’s audiences.

The beauty of remixing is that it allows for infinite adaptability. In a digital-first world where fresh content is in constant demand, remixing gives brands the flexibility to remain relevant while staying true to their roots. By drawing from different industries, cultural movements, and societal shifts, sports brands can continuously evolve and engage with new fan bases. For example, understanding how metrics like engagement versus vanity metrics play a crucial role in branding decisions is key, as explained in Vanity Metrics vs. Real Metrics in Sports Marketing.

Even at the grassroots level, remixing is opening up opportunities for smaller clubs to innovate. Football clubs across Europe are using social media platforms like TikTok to remix their traditional identities, using humour and meme-driven content to connect with global audiences far beyond their home markets.

The Art of Remixing as Sports’ New Frontier

Remix culture isn’t a temporary trend - it’s a reflection of the interconnected, fast-moving world we live in. In sports, where history and culture run deep, remixing allows brands, athletes, and teams to stay culturally relevant while expanding their reach. The remixing of tradition and modernity is already defining the future of sports marketing, as collaborations like E1 and FC Coma Women, Juventus and Palace Skateboards, and even rugby’s LGBTQ+ campaigns show. A deep dive into The Power of Vertical Presentations in Sports Marketing explains how innovative content strategies like these are reshaping sports engagement.

By embracing remix culture, sports brands can play at the intersection of creativity, inclusivity, and innovation. It’s no longer about staying in one lane - it’s about constantly evolving, blending, and reimagining what sports, culture, and brand partnerships can be. The Power of Sports Marketing highlights the transformative potential of this dynamic field. The remix is the new standard, and it’s only just getting started.

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