Professional athletes are thinking about sponsorships in new ways—with a flair.
became a professional athlete during the summer of 2016—straight out of high school—he was bored.
“The mall here is separated into two portions,” Noah explains. “On one side, are all the normal stores … and then on the other side are all the luxury stores.” The brothers would often window-shop at the fancy boutiques, including AllSaints, a British high-fashion brand. Lyles’ interest in clothes has transformed into an integral part of his identity and value as an athlete. He has his own personal shoppers with direct connections to European fashion houses. He works with stylists to perfect his looks. In 2021, he was invited to the Met Gala. His outfits are loud, but elegant.
Some athletes are realizing that fast times and medals aren’t enough to build a personal brand in track and field., the 23-year-old reigning national champion in the 1500 meters, thinks that a shift in culture has been occurring. “I always carry an outfit everywhere I go,” Harrison says. “That’s my one rule of thumb. I always have to have one outfit in my bag, just in case I have to go somewhere.”
As long as they aren’t wearing competing brands, athletes are generally free to express themselves, which Bruney believes is an asset. She says that cultivating an image outside of traditionally sports-related brands is crucial to personal brand building.
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