The Evolving Relationship Between Brands And Athletes: What Comes Next

The dominance of social media allows individuals, including athletes, musicians, artists, designers and other influencers to build their personal brand within the confines of a social media account and outside the umbrella of a large sports or lifestyle brand, music label, art gallery or fashion house. Especially in the current social and political climate, as athletes and other individuals realize their voices matter on and off the field more than ever before, turning to personal social media platforms to speak out has become commonplace and encouraged. Similarly, companies seek athletes who cannot only market their brand, but also empower their brand's position on social, political or other societal concerns that are critical to consumers and potential consumers-as Nike's relationship with Colin Kaepernick shows.