What is Athlete Branding and why should you care?

Branding for Pip Hare, whose campaign to compete in the Vendee Globe required her to go all in.

What are some Famous Athlete Brands?

The concept of an Athlete Brand can be strange, but we all recognise them when we see them. Think of Michael Jordan, Nyjah Houston, Ken Block, David Beckham, Michael Phelps, LeBron, Gabriel Medina, John John Florence or Serena Williams. Sure they’re top level athletes, but they also have recognition around personality, fashion, hobbies, mentality, investments and legacy.

So, What is an Athlete Brand?

Branding is the way we are percieved. Every athlete has a brand, but they may not be aware of it or in control of it.

At ESM, we believe an athlete brand is built through the consistent voice of the athlete. It’s their story, their style, their interests, their beliefs, their behaviours and their values. All on top of their core athletic pursuit and achievement.

For Example, John John Florence is a 2x World Champion Surfer. Yet, he is also a quiet and reflective person who loves sailing, foiling, family, bee keeping, gardening, chess, and analog photography. His personal brand has been expertly curated to build his following whilst always maintaining authenticity. This strong brand gives him huge market value, not only when he is winning, but when he is out of the limelight or injured.

Sky Brown is a young skater representing Great Britain in the Olympics who is building a strong brand for herself.

So Why is an Athlete Brand Important? Is Winning not Enough?

Winning is great, whilst you are winning.

However all careers take unexpected turns and even the best of them are very short by standard career times. Building your career and income purely on winning in sports is a very risky plan. By identifying their brand, athletes are able to navigate their pathway in sport and in life, with clarity, confidence and purpose. It helps them to not only expand their earning potential but also see themselves as more than just an athlete. This authentic branding approach can improve their mental and social wellbeing as well as enhance, grow and extend their career.

The benefits of creating a personal athlete brand:

Once you have a following, you have a market to begin generating a revenue stream. The benefits of a personal brand for Athletes lie in the financial, commercial and networking opportunities it brings. As well as growing endorsement deals and collaborations, Athletes can also leverage their personal brand to build a following for entrepreneurial ventures - Think Paul Rodriguez, Mikey Taylor and Sean Malto with Saint Archer , Mick Fanning and Parko following after with Balter.

Post Career opportunities are only available to athletes who HAVE a personal brand. We don’t want to see the dull retired sports player commentating an event or promoting a fitness product. Build yourself a personal brand and your career will extend far beyond winning.

Shane O’Neill has his own personal brand of super technical skating and a love of video games which has been referenced in his pro shoe with Nike SB.