Titans of 80s sport’s fashion returns to center court through platforms like Asos and Instagram
With a revenue increase of 45% only a handful of other sport brands could come close to matching Ellesse’s growth in 2016. Quite the comeback for a brand that was washed up and nearly relegated to history. The heydays of the 70s and 80 were followed by the doldrums of the 80s, 90s, 00s and 2010s. In fact, the brand has really only made a comeback in the past two years. It’s catalyst? Digital marketing. OMR pieced together just how the brand set about and reconstructed their successful quest for a second act.
For many in the online industry, the events of July 7, 1985 have no meaning whatsoever. And yet, as an unknown 17-year-old ginger-haired German by the name of Boris Becker clinched an improbable first Wimbledon title, a brand ascended to the top: The images of Becker’s triumph made headlines around the world—and with it images of a white Ellesse polo shirt.