How to Build an Athlete’s Brand

Athlete’s and Their Brands

AP Photo /Danny Karnik

CR7. JE11. TB12. Ric3. Shall I go on? CP3. Had to get one more in there. If you’re reading this, you want the good stuff - how do you grow an athlete’s brand? First, be original. Be unapologetically you. But, what if you suck as a human? Don’t build a brand. People see right through it, consumers and fans are smart. 

Now continuing on with the decent humans who want to develop a brand - what have we learned so far? Be authentic. Be genuine. Be you. Meaning? The initials + number combo for your brand has to stop and the same goes for the silhouette. Jordan will be the only silhouette that matters and I’d recommend not trying to compete with it. Now you may be wondering, well what else can I use for a logo that describes who I am. Let me think about that… your face. Nothing says personal, like the reflection in the mirror. I’m not wrong, am I?

But, wait! That’s not cool, it’s not a flashy logo that I can show off to my friends or fans. You’re absolutely right, as Meek Mill once said there are “levels to this shit”. If you’re starting off a personal brand, give yourself room to grow. Think about it, if you fully commit to a brand that offers clothing to football fans, what are you going to do when you stop playing football? Will the brand die? No! A successful personal brand for an athlete is one that they buy into. If you’re not interested in fan gear, don’t create a brand that solely revolves around that. Create a personal brand that builds off of your interests, this way you can still dive into football, outdoors, or even cooking avenues without constantly having to rebrand! Authenticity leads to longevity. 

Look, I came off strong earlier to make a point. I’m not completely against players using their numbers within their brand but I think that should be reserved for athletes who essentially own numbers. 99, Gretzky. 23, Jordan. And 7, Ronaldo. Other than a select few who can potentially rival these greats, I’d recommend the route of being you. Too often I’m in meetings where athletes want to get a logo and create a brand that separates it from themselves. Which I’ll never understand. If you’re given a platform, use it. This is why our tagline at white whale mktg is helping athletes and sporting brands maximize their time under the spotlight.

If you maximize your time under the light correctly, you will have built something special that no longer needs the light. If you’re looking to shine - contact us @whitewhalemktg.

Published: December 3, 2021 - Issue 16 of The Sport Marketeer