In a postgame interview after a big win against the New York Knicks, Los Angeles Lakers player and iconic athlete LeBron James warned young athletes: Cars and jewelry have no meaning at all. ”
What may have been taken as simple advice struck me as a much larger provocation to the current state of sports and culture. As a brand strategist and passionate sports fan, James shares his honest thoughts on brands' contribution to a situation where we are more obsessed with the material success of athletes than their athleticism and humanity. It gave me an opportunity to think.
I'm not trying to denigrate anyone's efforts, but I want to point out that while today's brand storytelling focuses on the money and fame of athletes, it ignores the core of why we love athletes. It cannot be ignored.
Celebrity and commercialization are occupational hazards for elite athletes. But before we saw them smiling through cereal boxes, launching sneaker brands or building global businesses, many of them were working at after-school practices. They were just kids from the neighborhood with dreams who pushed themselves and made sacrifices that others weren't willing to make. Recovering even after a great loss.
Sports marketing misses this important aspect of athletes by focusing solely on their success.
Brands used to be responsible for elevating athletes to new heights by telling the whole story. Former Nike CEO Phil Knight once famously said that the brand made Michael Jordan a dream come true. But that dream wasn't just based on his extraordinary personality and superhuman performance on the court. It's rooted in the fact that he was a down-to-earth, relatable person who made mistakes and yet became the greatest basketball player on the planet.
We have lost sight of the cultural power of athletes and the inspiration behind their path to success.
Giving a spokesperson an extra dimension, whether it's an influencer, a pop star, or an athlete, always comes with a certain level of risk, so it's definitely tough for brands. But it also makes the work better, especially since so many athlete stories are based on humanity and hope.
Superficial work is enough
Although children's aspirations have shifted from athletes and actors to YouTubers and streamers, they still want authentic connections with celebrities, and they're not getting it from sports marketing. is.
Young athletes who have grown up with social media have their own brand identity from the beginning. Corporate brands are responding by retreating into increasingly superficial partnerships. But they need to use their platform to enhance the athlete's true personality.
Look at the iconic sports marketing feats that are intertwined with the cultural heritage of many athletes. Nike and Michael's partnership with Jordan and Kobe Bryant, Allen Iverson with Reebok, Gatorade and Serena and Williams, to name a few.
These brands collaborated with the Black creative community to breathe life and authenticity into what could have been a run-of-the-mill commercial partnership. As a result, young black people were able to see themselves and their communities not only reflected but embraced through the major brands of the time.
This work was a unique advocacy for youth, providing a new generation with both a means to empathize with iconic athletes and access to the lifestyles and mindsets they strived for and believed in.
power of hope
Sports marketing can easily capitalize on one of today’s biggest trends: hope.
Open TikTok and you'll see #Hopecore steadily continuing the internet's trend toward nihilism. With news swirling around us before we've even had our first cup of coffee, it's no wonder we seek escape, allowing us to return to something real, positive, and hopeful.
Athletes are in a unique position to champion hope because we already root for them. In a controlled environment, we can witness their interpersonal struggles, struggles in adversity, and journeys to self-love, celebrating the power of human resilience. We must recognize the power of these stories and reclaim the inspiration that sports marketing once provided.
Sports marketing has an incredible opportunity to impact the world by saying something meaningful. The athletes we work with need us to uncover their stories and further our mutual quest for connection and inspiration.
As LeBron reminds us, “I think the best teacher in life is experience.” Take inspiration from their stories to preserve and improve the essence of sports marketing, and hope that Let us strive to inspire change, inspire change, and shape the trajectory of generations to come.
Brandon Thornton is Executive Strategy Director at TBWA\Chiat\Day Los Angeles.
