1860
Tiffany & Co. creates its first sports trophy, the Woodlawn Vase, given to the winner of the Preakness Stakes, the second jewel in horse racing’s Triple Crown. Today it makes championship trophies for MLB, MLS, the NBA and NFL, among others.
1933
Lacoste is founded by French tennis star René Lacoste and André Gillier, and becomes one of the world’s leading fashion brands, especially for tennis wear.
1932
Omega begins service as the official timekeeper for the Olympics and serves in that role for nearly every Games since (as well as the Paralympics since 1992).
1984
Nike releases its first pair of Air Jordan sneakers, named for high-flying Chicago Bulls rookie Michael Jordan, and sells roughly 4 million pairs, igniting a business empire.
1988
The Charlotte Hornets debut their new uniforms from menswear designer Alexander Julian, a first in sports.
2008
Ralph Lauren takes over United States Olympic and Paralympic ceremony outfit sponsorship, a partnership that is ongoing.
2021
Naomi Osaka becomes the first athlete to partner with Louis Vuitton as a global brand ambassador.
Giorgio Armani and the Scuderia Ferrari F1 team sign a multiyear clothing deal to supply formal attire and travel wear.
2022
Yves Saint Laurent sponsors League of Legends, the world’s most popular esports competition.
Tiffany & Co., alongside Daniel Arsham and Wilson, creates a limited-edition NBA basketball for $575.
2024
Caitlin Clark becomes the first basketball player to be dressed by the luxury label Prada for the 2024 WNBA Draft.
Chanel becomes official timekeeper of the Cambridge-Oxford boat race, the first sports sponsorship in its 114-year history (event in 2025).
2025
Louis Vuitton becomes title sponsor of the Australian Grand Prix in Melbourne, the first activation of its 10-year, $100 million deal with Formula 1.
