It’s not just sports superstars sitting front row at fashion week. Today, luxury labels are looking to work with emerging athletes from niche sports, giving rise to new dealmakers who match brands with eager skateboarders, boxers and rugby players.

It’s no surprise to see the likes of LeBron James and Lewis Hamilton mingle with the stars at Paris Fashion Week. But lately, even rookies and unfamiliar athletes in niche sports have found their way to the front rows of Louis Vuitton and Moncler.

The brands are happy to have them: Emerging athletes can serve as effective brand ambassadors, as the proliferation of streaming and social media has allowed them to cultivate international followings.