How Challengers Represents a New Era of Branding In Film

The prevalence of product placement in film has been historically critiqued by audiences for pulling audiences out of the fictional story of the film. However, the release of the subversive tennis drama Challengers, which is enjoying a strong box office run, represents a new era of branding in film.

Luca Guadagnino’s Challengers stars heavy hitters Zendaya, Josh O’Connor and Mike Faist at the center of an on an off court tennis love triangle. However, the film’s styling choices are what truly interest me. Challengers‘ costume designer is Jonathan Anderson, the creative mastermind behind JW Anderson and Loewe. The film is punctuated with visible branding choices, from Faist’s Uniqlo clothing and On running shoes to Tashi’s, played by Zendaya, Adidas campaign.

In an interview with W Magazine, Guadagnino and Anderson explain their styling choices, with Guadagnino revealing how in film clothing is intrinsic to audiences’ perception and introduction to characters. Anderson explains that he actively plays up visual branding, as it’s “just everyday wear, and it’s set in the world of competitive tennis.” He notes the undercurrents of business in the sporting world and the innate ‘Americaness’ of buying the brand, not the product.

“It’s not about product placement; it’s about the reality that we live in, that we forget that the wallpaper around us is made up of brands. When you see it, you realize how deep that is.”

– Jonathan Anderson, the film’s costume designer and creative director of Loewe

Style and fashion do serve to illustrate the character’s personalities and lifestyles in Challengers, with Tashi and her tennis pro husband Art’s ‘quiet luxury’ personas reflected in their Aston Martin billboard, Tashi’s subtle Cartier necklaces and Art’s clean tennis whites. By comparison, Patrick’s (played by Josh O’Connor) casual wardrobe reflects his cockiness and inherited wealth because “he’s so used to taste that even if it’s put together badly, it somehow looks good” as stated by Anderson.

Anderson cleverly takes the aesthetic of Challengers off-screen, with Loewe releasing special edition unisex ‘I TOLD YA’ T-shirts and sweatshirts worn by the film’s protagonists, available for purchase by consumers.

The film’s press run has continued the racquet sports theme, with Zendaya wearing ‘tenniscore’ outfits, styled by her longtime stylist Law Roach. These included tennis ball heels, a racquet print dress and a two-piece set that pays homage to tennis silhouettes.

Runway trends have also taken inspiration from the sport. Lacoste’s fall 2024 collection, for example, showcased pleated mini skirts layered over pants and sporty polo shirts, while Miu Miu’s spring 2024 collection featured cropped polo shirts designed for both on and off the tennis court. Additionally, collaborations between tennis players and luxury fashion brands are on the uptick. World No. 2 Jannik Sinner has teamed up with Gucci and Wimbledon champion Carlos Alcaraz with Louis Vuitton.

The phenomenon seen in “Challengers” raises an intriguing branding question: will we witness a greater integration of existing consumer products in blockbuster films? While merchandise and fashion collaborations, like Barbie x Zara’s pink collection, are not new to the film industry, the incorporation of well-known brands—from high-end Loewe to accessible Applebee’s in Challengers—could offer a unique blend of contextual realism and subtle marketing to a diverse audience.

Challengers demonstrates how today criticisms of product placement in film may no longer be relevant. This trend is likely to grow, and brands should seize this opportunity, especially with discussions about the diminishing effectiveness of influencer marketing and “influencer fatigue” among Gen Z.

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