I got together with Michael Long, editorial director of SportsPro and Subomi Odanye, CEO Divrse Media to explore what it takes to become a culturally relevant and marketable athlete in 2024.
In a world where consumers are drawn to impact-driven brands (Patagonia is always my go-to example), athletes are now starting their own companies/foundations with societal-impact in mind. What can established brands be doing better to connect with athletes and form healthy partnerships?
Established brands which don’t have purpose at the centre of their strategy should find it, and ensure it is something they authentically align with. They need to be ready to make a difference ahead of simply virtue signalling. Once that’s in place, finding the right athletes to work with becomes easier.
Really enjoyed this conversation, and loved seeing Subomi here!
Thank you Heloisa. Glad you enjoyed it
In a world where consumers are drawn to impact-driven brands (Patagonia is always my go-to example), athletes are now starting their own companies/foundations with societal-impact in mind. What can established brands be doing better to connect with athletes and form healthy partnerships?
Established brands which don’t have purpose at the centre of their strategy should find it, and ensure it is something they authentically align with. They need to be ready to make a difference ahead of simply virtue signalling. Once that’s in place, finding the right athletes to work with becomes easier.