Aside from simply captivating audiences around the globe, The Last Dance, the docuseries co-produced by ESPN Films and Netflix focusing on Michael Jordan and his final season with the Chicago Bulls, put a spotlight on consumer’s appetite for athlete led content.
While this is certainly a unique example given that Michael Jordan reached a level of icon status that transcends the world of sports, we can still see examples of content being produced that places the athlete and their story in the forefront. A recent example being the Professional Fighters League’s series featuring Randy Couture. Although Couture is quite well known within the fighting world, he is not a household name like Michael Jordan. The creation of content such as this gives fans insight into the people behind the uniform; allowing the viewer the opportunity to understand the more intimate components of the athlete’s life story that they may not otherwise have access to.
There is no denying that an athlete training, competing, performing, and excelling in their sport is not only impressive, but also captivating. Content showcasing the athlete and highlighting the story of how they got there is something many have come to love. The display of strength, power, motivation, and determination compels viewers to tune in. However, it is important to recognize the influence of these athletes extends far beyond the confines of their sport.
Lately, more and more athletes are using their platforms to amplify their voices regarding social issues. On June 15, Marcus Rashford of Manchester United, launched a campaign to provide food vouchers for the UK’s most vulnerable children. Within two days, the UK government not only responded, but approved the program. 1.3million children were provided with food that they may not have otherwise had access to in the middle of a global pandemic. Marcus’ actions serve as a great example of an athlete recognizing the reach and power available through his platform and leveraging that to create positive change.
Although not every athlete will achieve the icon status of Lebron James or Michael Jordan, athletes are still able to develop their own personal brand and make a significant impact outside the world of sport. Brands have an opportunity to partner with athletes and support them in elevating a platform, expanding their reach to new audiences and strengthening their ability to instigate change, all the while demonstrating the brand’s values. Take Colin Kaepernick’s partnerships with both Disney and Nike as examples; a player who gained attention due to his hot start in the NFL and his public stance on racial inequality, yet whose story became less mainstream once he stopped playing. These partnerships provided him with a platform to continue speaking up and speaking out – an opportunity he may not have had otherwise, and one that enabled him to keep his fight against injustice alive.
The upcoming generation of athletes recognize the ability, opportunity, and responsibility to utilize their platform and push through the adversity that may follow, in order to contribute towards positive and lasting change. Brands that hold true to these same values have an opportunity to partner with athletes and dramatically increase the audiences they’re able to reach. Through several cases, it has been demonstrated that when a brand and athlete align with passion towards the same issue – a powerful, transformative relationship forms. The voice of the athlete is becoming increasingly powerful, and the world is listening.
By: Jake Dwinnell & Mackenzie Shenker
