Giorgio Armani: An Influence in Sports Culture
- Kick The Concrete
- 19 minutes ago
- 4 min read
As the world mourns Giorgio Armani, we are flooded with beautiful images and thoughtful words about the impact he had on the world. The fashion industry was forever changed by his commitment to elegance, refinement and tailoring. But Armani is being remembered for much more. The tributes are a reflection of where he, himself, found inspiration… From his country of Italy and from sports. These are the two cultures that shaped much of his life.
Intrigued to discover sports had such an impact on his life, Kick The Concrete decided to explore the impact the fashion icon had at the intersection of sport.
Armani and the Value of Sport
Armani once said, “I believe (sport) represents the qualities that improve us as people: dedication, sacrifice, perseverance and willpower. It is beneficial for the body and spirit alike, as it shows that there is no success without dedication.”
His appreciation for athleticism was put on display in 2016 when Armani curated an exhibition titled “Emotions of the Athletic Body” at Armani/Silos in Milan, Italy. All throughout his career, Armani believed the athlete was the perfect form to wear his clothes, so he would invite the top sports stars in the world — Cristiano Ronaldo, David Beckham, Serena Williams, Rafael Nadal (to name a few) — to participate in photoshoots for his designs. Armani specially curated the photos for the exhibition for the world to see this greatness in one place. His heart for philanthropy was also apparent as the celebration of athleticism was in support of the Special Olympics.
Armani inspired the “Godfather of the NBA”
Pat Riley is known as “the Godfather of the NBA” with nine championships across his roles as player, coach and executive in the NBA. He is also known as a loyal Armani suit wearer. Recalling his first time wearing Armani in the '70s, Riley emphasized the importance of representing an organization with professionalism that demands respect. His Armani suits were tailored to perfection for his role and his athletic stature. Riley is 6’4”. There has not been a style icon to grace the sidelines of a court yet to compare to Pat Riley.
Even Lil Wayne said he feels confident "like Pat Riley” does in his Armani suits.
Armani and Italian Football
Armani is not new to the Italian football scene with his partnership with Juventus, which was announced in August. He partnered with the 1994 World Cup and outfitted the Italian national soccer team for the 2012 and 2016 Olympics. Emporio Armani has been a sponsor of Napoli since 2021 and celebrated the club's fourth Serie A title this spring.
As the official outfitter of Italy’s Juventus, Armani designed a collection for the players to be worn when attending official team events off the pitch. The collection features Armani’s signature color, midnight blue, in pieces that are elegant and functional to meet the needs of the athletes. The Juventus players will be donning Armani during the 2025/2026 and 2026/2027 seasons.
Giorgio Armani and Elite Tennis
The Giorgio Armani Tennis Classic is an intimate tennis experience at The Hurlingham Club in London, one of Britain’s most renowned members-only clubs. It was Armani’s intention that the GATC is where players come to get ready for Wimbledon. The 2025 GATC, played in June, included stars such as Italy’s Matteo Berrettini and Lorenzo Musetti, the UK’s Jack Draper and American Francis Tiafoe. Hello Magazine describes the competition as “stylish, entertaining and uber exclusive.” An event that mirrors the legacy left behind by Armani.
Before tennis great Novak Djokovic ever played at the GATC (2022-2025), he was a close friend to Armani. In 2016, Armani hosted the Novak Djokovic Foundation Gala in Milan. Anna Wintour, Serena Williams, and other celebrity guests were dressed in Giorgio Armani, Emporio Armani and Armani Privé. It was quite an evening as support was raised for the education of children in Serbia, Djokovic’s home country.
Emporio Armani and Olimpia Milano
Giorgio Armani's love for sports further bled into the basketball world when his Emporio Armani brand became the title sponsor for Italian basketball team Olimpia Milano in 2004. He then purchased the club in 2008. This partnership furthered the brand's identity of excellence. Olimpia Milano is the winningest basketball team in the country's history with 31 Italian championships. The Red Shoes won the 2014 title under Armani's ownership after an 18-year drought. They have won five championships since, including a three-peat in 2022, 2023 and 2024. Mr. Armani attended a handful of the games and hoisted the championship trophy with the team.
Even though Olimpia Milano is not a fashion branch of the larger Armani empire, the basketball team is included in official business affairs. The team was featured in the "Emotions of the Athletic Body" exhibition and was an Instagram collaborator for the post sharing the news of the founding father's passing.
Armani and Scuderia Ferrari
“His influence extends beyond fashion and reaches the hearts of anyone who appreciates design, style and elegance.”
This was part of the statement from Stefano Domenicali, the President and CEO of Formula 1, after Armani passed on September 4. Armani did not have to go far to find its place in Formula 1 with Italy’s Scuderia Ferrari. Ferrari driver Charles Leclerc became brand ambassador for Armani’s Made to Measure Line in 2020. Soon after, the brand signed a multi-year contract in March of 2021 to sponsor and outfit the Ferrari Formula 1 team at official events. Their main goal: to promote Italian excellence and style.
The partnership is still going strong today, with an important distinction to note about the connection. Creative Director of Ferrari Style, Rocco Iannone, came from Giorgio Armani in 2019, where he was Head Men’s Designer.
Italian influence multiplied.
Linking fashion and sport was integral to solidifying the Armani legacy, not just in Italy but worldwide.
RIP Mr. Armani