**2. The fashion industry complex**

The fashion industry is a collection of enterprises engaged in the development, production, and sale of clothing, shoes, and various accessories. Unlike other production segments of the market, fashion industry enterprises have a close connection with the sociocultural aspect of the development of modern society, since the products of such enterprises emphasize the social status of consumers, their esthetic tastes and preferences, cultural differences, and many other social aspects of life. The fashion industry is one of the few branches of the modern economy that relies on the socio-value aspect of consumption, which should be understood as a set of ways and methods of self-expression (representation) of a person through the acquisition and use of specific categories of goods.

The fashion industry is a vivid example of creative economy development that is imbued with the individual talent imagination, design vision, as well as strict strategy development and implementation and strong economic concept. Through the years, various forms and methods of strategic and brand management have been created. This branch of economy is specific; it differs from the traditional ones by its peculiarities of functioning and attracting investments. Today, economic activity in this segment of the market is characterized by massiveness. It has all the properties of economic objects: product and regional diversification, mergers and acquisitions, large volumes of investment, complex production and technological process, and active participation in the stock market [1]. Fashion economy is a set of economic tools used in conjunction with creativity to create new forms and works, as well as to translate creative images and ideas into real products, form public opinion and demand for them, and organize advertising campaigns that promote their further purchase. In the modern world, fashion has become an object of commercial activity; it is involved in the market economy mechanism: a special economic mechanism of creation and implementation of new fashion concepts is developed, including the system of protection of creative ideas, pricing principles, organization of work of creative teams and their interaction, and sales commercial structures. There is no doubt that today, the place and role of this industry is increasing, overtaking other sectors of the economy. It is the industry that has a significant impact on the global textile and apparel industry. The largest national markets are in America, France, UK, and Germany. Entire faculties of such famous educational institutions such as The Central Saint Martins College, The London College of Fashion, The University for the Creative Arts, and The Sotheby's Institute of Art are dedicated to this industry [1].

All of the aforementioned is a solid testament of the increasing role and importance of the fashion industry in the global economy. That is why the fashion industry has long been the research object of many scholars around the world.

The scientific discourse about the fashion industry is quite extensive. Thus, there is a lot of research on the etymological and philosophical side of the fashion industry [2, 3], about the cultural phenomenon [4] and social interactions of people through style [5, 6]. With the increasing complexity of economic processes, the emerging markets phenomenon occurrence [7], the business consolidation, the development of a marketing communications system [8], and approaches to long-term consumer attention retention, the scientific discourse about the fashion industry has moved into the plane of analyzing long-term competitive advantages. The issues of brand management [9] and other intangible assets began to play a vital role. The transformation of the economy toward the development of the ability to use the economic potential

of a person's creativity has led to the rapid creative economy establishment. The fashion industry has a wide range of influence on different levels—state policy in the field of solving national security, sectoral issues, or companies competitiveness due to the relevant and fashionable things provision.

Today, the fashion industry is inextricably responding to environmental challenges, which makes the ESG-agenda extremely relevant for further strategic development. Transformations also concern modern consumers—the ethical side comes to the prime focus. In this regard, many corporate players are revising their strategic documents in the direction of greening business processes. High-quality innovations as a source of solving the issues of reducing the external environment negative impact as well as industry superiority are becoming key success factors in highly competitive market.

The sports industry plays a significant role in society as it is a multibillion dollar industry, providing jobs, forming country image and reputation, driving tourism, and generating revenue for host cities. Sports has the ability to unite people from diverse backgrounds despite its excessive politicization in recent times. Global sporting events have an impact on the fashion industry companies' strategy development. For example, the Olympic Games stimulate the marketing of a healthy lifestyle as well as the sale of sportswear, accessoriess and related products. The Olympic Games helps to build long-term relationships with customers of global brands through sponsorship relationships and thoughtful advertising campaigns that influence consumer loyalty, increasing brand awareness. The economic efficiency of sporting events plays an important role—it is important to make the right strategic decisions, because most sports organizations do not have the time or budget for a long search for solutions to problems and concentration of resources.

However, there is a lack of systematic research in the field of technology cooperation between fashion industry and the sport industry. This determined the purpose of this study.
