缩短以下文字到700字：时尚 Prada合作女足奢侈品代言能否成功「去流量化」？近日Prada可谓争议不断。在经历了一系列代言人风波之后Prada与中国女足于7月10日共同宣布Prada成为中国国家女子足球队的官方合作伙伴。众所周知代言人对于奢侈品牌来说非常重要。他们是品牌形象的传播者能够吸引更多的关注和认可。然而与娱乐明星相比运动员作为代言人似乎能够给品牌带来更加稳固的形象这一点在Prada与

Prada recently announced its partnership with the Chinese women's national football team, making them the official partner of the team. This collaboration has garnered widespread attention and has been seen as a smart move by Prada, considering its previous controversies with celebrity endorsers. The use of athletes as brand ambassadors seems to provide a more stable image for luxury brands compared to entertainment stars.

In recent years, Prada has faced several controversies with its celebrity endorsers, such as Kris Wu, Zheng Shuang, Li Yifeng, and more. These incidents have led to Prada being labeled as the brand with the highest endorsement risks. The brand's decision to work with athletes is seen as a way to mitigate these risks and regain trust.

The collaboration with the Chinese women's football team has generated significant buzz, with the hashtag #PradaFindsTheRightPeople trending and receiving over 590 million views on Weibo. This choice of athletes as brand ambassadors seems to be a consensus among major brands, as they offer a more wholesome and positive image compared to entertainment stars.

The impact of athletes as brand ambassadors is evident in the success of Prada's collaboration with the Chinese women's football team. The team's positive and determined spirit aligns well with Prada's luxury qualities. This partnership not only gives Prada exposure and attention but also brings more support and attention to the Chinese women's football team. In an industry where celebrities often face negative controversies, Prada's decision to collaborate with the healthy and confident Chinese women's football team is seen as a wise choice.

This move by Prada reflects a growing trend of luxury brands partnering with female athletes. In the past, such collaborations were rare. However, the rising awareness of female empowerment and the flourishing of women's sports have changed the landscape. Female athletes are gradually entering the realm of high fashion and luxury brands. Their achievements and positive image resonate with the core values of these brands and appeal to consumers.

The rise of female athletes as brand ambassadors can also be attributed to their commercial value. The increasing influence and attention on women's sports have elevated the marketability of female athletes. Brands like OLAY and Dior have quickly signed athletes like Sun Yawei and Gu Ailing as their brand ambassadors. Prada's partnership with Yang Shuyu, a member of the Chinese women's basketball team, further demonstrates this trend.

While partnering with athletes is a strategic move for luxury brands, it is also a response to the changing consumer landscape. Millennial consumers are becoming the main force in luxury consumption. Brands that fail to capture the attention of this demographic risk being marginalized. Therefore, luxury brands are adjusting their strategies and focusing on creating resonating connections with consumers through their brand ambassadors.

Although celebrities still play a significant role in brand endorsements, the trend of "de-emphasizing" celebrity influence cannot be ignored. Consumers now prioritize products and images that align with brand values, storytelling, cultural significance, and sustainability. Luxury brands are emphasizing the alignment between their ambassadors and core brand values.

Prada's collaboration with the Chinese women's football team demonstrates the current trend of selecting athletes as brand ambassadors. This trend has been well-received by consumers, as it allows brands to convey their values and establish emotional connections. While influencer marketing is still important, luxury brands must strike a balance between brand image, ambassador selection, and converting attention into sales. Adapting to evolving consumer demands and tastes will be crucial for brand success in the future