Dodgers megastar Shohei Ohtani’s endorsement of Japanese skincare brand Decorté has sparked more interest in the brand among Japanese men. It’s reflective of sports fandom as the gateway to brand discovery, where companies are increasingly leaning into athletes to reach under-served audiences.

With his stratospheric rise to becoming a supermodel, dancer, and actor, Alton Mason is challenging global perceptions of what a male model can look like and achieve. As he evolves from new kid on the block to fashion icon, what does his success mean for the future of the industry?

Several high-profile male athletes have taken to painting their nails on the field regardless of any derision from fans, pointing to a softening of gendered norms in sports. As even the most macho elements of culture soften, men are creating new archetypes for an updated masculinity.