Shilo and Shedeur Sanders were off to Paris to walk in Pharrell's Louis Vuitton Fall/Winter 2024 show. I loved the interaction in the WellOff Media YouTube video documenting the experience when Deion Sander's advisor, Constance Schwartz-Morini, in conversation with Deion Jr. said this is all about relationships. She worked with Pharrell years back along with Snoop Dogg and when Deion was hired at Colorado, he famously told the existing team he was bringing his luggage with him, and it was Louis. And full-circle, the luggage was now walking in the Louis Vuitton show in Paris.
More and more athletes are expanding their reach well beyond the playing field. Athletes are musicians. Athletes are artists. Athletes are content creators. Athletes are designers. Athletes are YouTube stars. Athletes are brands. Athletes are investors. Athletes are entrepreneurs. Athletes are actors. Athletes are moms and dads. Athletes are leaders. Athletes are politicians. In the words of Uninterrupted and LeBron James, being "More Than an Athlete" is now the norm.
Athletes are being encouraged to utilize their platform for more than just fame and notoriety in their sport. The goal is to capitalize on the opportunity and create connections to other interests and grow their reach, brand, and potential earnings off the court, pitch, or field. Unfortunately, most athletes who make moves away from their sport are quickly criticized when results falter in the game. The "Shut up and Dribble" rhetoric is real. Marcus Rashford needs to focus more on football and less on helping the UK's youth. Ummm... What?? Deion Sanders needs to focus more on football and less on sunglasses. Really? Why?
Athletes are more marketable than ever. They are influential. They have great media potential and control their own messages. They are Brands.
Sports Business Classes - - Think about both sides. What are the benefits of partnering brands with athletes? What are the downsides? Why should athletes pursue interests away from their sport? How should athletes manage the fan "perception" of external activities?
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