Beyond the Jersey: Athletes as the New Influencers
The Athlete
The Modern Athlete does a lot more than just hone their craft to become the best version of themselves. Just like us, the modern athlete is a person who comes from a family, has friends, laughs, smiles, and cries. As consumers of entertainment, often we forget that athletes exist beyond the time spent wearing a jersey. That could be because we rarely see them outside those lines, or due to the distance within the relationship with many athletes. One thing that has given consumers an insight into an athlete outside their craft is social media. With the Rise of social media, athletes have now more than ever been able to show their personality to the world and garner the label of an Influencer.
Social Media
If we look at Instagram’s most followed accounts, we will see that athletes make up 2 of the top 5 of Instagram’s most followed accounts: Cristiano Ronaldo (617M) and Lionel Messi (497M). Now, it is worth noting that both of these athletes are widely known for their abilities on the pitch within a global game like soccer (or football, as it’s known to everyone else in the world). These performances have led to a considerable amount of endorsements. However, not everyone following them yearns to see the newest endorsement Messi or Ronaldo has. I assume that most people follow Messi and Ronaldo because they want to see their lives outside the white lines. Or, shall I say, their “influence” is so great that people want to see more than just them kicking a ball.
The Influencer
With the rise of social media, there has been a mass group of individuals who have garnered a large following on social media platforms and have clout within our society. As you already know, these people are called “Influencers.” Influencers can range in size from small to large. The one big echoing factor among influencers is that within their industry, they can sway their audiences. This can be due to their insights, authority, or knowledge of an industry. No matter how an influencer engages with their audience, their opinions are sought after by brands. These brands attach themselves to influencers to reach a greater audience and tap into something that marketing alone cannot reach. These brands can be anything from electronics, food, kitchen appliances, to clothing brands. In my opinion, the latter plays the biggest role in our modern-day depiction of an influencer within sports.
Fashion in Sports
With social media platforms available for everyone to use, athletes soon became widely followed. Like many of us, Athletes began to use their social media as a form of expression of their reality, personality, and humor. Recently, one form of expression that has been constantly shown through social media lenses like Instagram and TikTok is fashion. Fashion has allowed athletes to detach from being strictly associated with their teams and connect their image and brand to what is on their bodies. Fashion is a form of expression that allows for a greater understanding and explanation of a human being. With athlete showcasing their outfits on social media, Fans can begin to connect with athletes not only due to the performance but their similarities in style or a connection with a particular brand.
The Three Dimensions of Athlete-Brand Collaboration
When brands partner, sponsor, or collaborate with athletes, there are three main reasons for collaboration. The first can be performance-based. This is the most basic, and pretty much every athlete has one of these deals. These deals can range from basic to very complex based on the performance of the player. Take for example LeBron James who has a lifetime shoe deal with Nike culminating in a signature shoe release every year since 2003.
The second type of deal is lifestyle sponsorships. These deals are focused on anything non-performance related. Typically, collaborate and sponsor athletes based on a similar set of values and attitudes. These types of partnerships require that the athlete can separate their brand from the team or sport that they play. A recent depiction of this was when Buffalo Bills wide receiver, Stefon Diggs partnered with the sneaker company, ASICS. In this partnership, Diggs will have the opportunity to curate and collaborate with the ASICS Sportstyle team directly.
The last collaboration style is a hybrid of both, which is the hardest to achieve. This requires high performance along with a collective association or connection to a specific brand. This partnership often involves some of the biggest brands and names in each industry, creating the ultimate partnership. Big Name + Big Brand = Mass Appeal. Right now, the biggest example of this is Jude Bellingham, who is a midfielder for Real Madrid. Recently, Bellingham has been touted to sign a deal with Louis Vuitton after having recently attended Louis Vuitton’s Paris Fashion Week show over the summer.
In essence, the modern athlete transcends the traditional boundaries of their craft. They are influencers, cultural icons, and individuals with experiences that extend far beyond the sports arena. As we witness this evolution, it becomes clear that the modern athlete is a dynamic force, leaving an indelible mark not only in the world of sports but also in the broader cultural landscape.