Etam signs up top French athletes to promote sport underwear range

Etam is looking forward to the Paris 2024 Olympic Games, which will be staged in the French capital in less than 200 days. Last year, the French lingerie retailer signed up as brand ambassador tennis player Caroline Garcia, who has renewed for an additional year, and has now enlisted another five French athletes to promote its sport underwear range. Etam’s new faces come from different disciplines, and are Estelle Nze Minko (handball), Audrey Tcheuméo (judo), Amina Zidani (boxing), Gwladys Lemoussu (para triathlon) and Lauriane Nolot (kitesurfing). No image of their campaigns for Etam is yet available.

Throughout the year, Etam’s new ambassadors will promote the brand’s sport-inspired collections, featuring both lifestyle products and models for competitive sport, ideal for novice and expert practitioners, and fans too. Etam’s goal is also to “support these inspirational women and assist them along their journey, enjoying with them their competitive achievements and celebrating their self-fulfilment, boldness and determination,” as the brand stated in a press release. The majority of these athletes are set to represent France at the Paris Olympics.
 
Undiz, Etam’s junior counterpart within the eponymous group, has also recently signed up some female athletes as brand ambassadors, enlisting two players from France’s rugby sevens national team, Valentine Lothoz and Iän Jason.

 
Marie Schott took charge of the Etam group in October 2023, the second time she has done so, after a first stint between 2011 and 2018. Etam currently operates 660 stores worldwide, of which 420 in France. Last year, the brand opened its first stores in the USA, and showed her main collections in Saint-Tropez, for swimwear, and at the Palace in Paris, for lingerie.