Brands That Work With Athletes: Top Partnerships in Sports

Athletes embody greatness, challenge, and perseverance, those are values their audiences want to relate to, and brands like Crocs, Paula’s Choice, and Lululemon know how to leverage this inspirational relationship. Unlike most celebrities, athletes’ achievements are often viewed as the result of hard work and dedication, their unique expertise and down-to-earth personas foster credibility and authenticity when promoting a brand or product.

By building a collaborative relationship, brands can tap into a specific demographic when targeting an athletes’ vibrant and engaged community, while providing exposure and further sponsorship deals, enhancing an athletes marketability and brand appeal. From enhancing consumer trust to boosting sales, athletes represent a valuable asset that can create meaningful engagement and long-lasting interest in a well executed campaign like Puma’s "Only See Great" with Neymar Jr. and ASICS’ "I MOVE ME" featuring Novak Djokovic. 

In this article, we will explore which brands are ready to partner with athletes and how these collaborations create mutually beneficial relationships.

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What Do Brands Seek in Athlete Partners

• Shared Values: When talking partnerships, finding someone with similar core values showcases brand credibility and ensures the collaboration seems authentic to both audiences. 
• Personality: With her meteoric social media growth during the 2020 Tokyo Olympics, American rugby player Ilona Maher rose to over 4 million followers by showcasing her ambitious yet relatable personality, scoring her countless brand partnerships throughout the years. As an athlete, showcase your uniqueness so that brands want to be a part of your success.
• Influence: A strong social media presence is often preferred among brands as, according to an inBeat Agency’s case study, content created by real people influenced purchasing decisions of 79% of individuals, with 93% finding it extremely helpful.
• Targeted Audience: An athlete’s audience can vary by sport, age, country, language, and more. That’s why brands carefully select who to partner with, as each athlete represents a specific audience demographic when collaborating.‍
• Previous Success Examples: Sharing a successful track record speaks about a creator’s credibility and professionalism. When looking to identify potential collaborators, brands often prioritize those who have a history of delivering results.

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10 Brands That Work With Athletes

1. Nike

• About the Brand: Founded in 1964, Nike is a global leader in athletic footwear, apparel, and equipment, renowned for its innovative designs and commitment to inspiring athletes worldwide.
• Notable Athletes: Michael Jordan, LeBron James, Serena Williams, Cristiano Ronaldo.
• Campaign Example: The "Dream Crazier" campaign, launched in 2019, features Serena Williams and highlights the achievements of female athletes who have broken barriers and inspired change.
• Impact: The campaign promoted women's empowerment in sports, reinforcing Nike's commitment to gender equality and inspiring a new generation of female athletes.

Check out our Nike affiliate program in-depth review and explore new partnership opportunities to earn commissions with a trusted sports brand.

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2. Whoop

• About the Brand: Whoop is a health and fitness wearable brand that provides in-depth performance tracking, recovery insights, and sleep monitoring. It is designed for athletes and fitness enthusiasts seeking to optimize their training and overall well-being.
• Notable Athletes: Abbie Ward
• Campaign Example: Rugby player Abbie Ward showcased a Whoop unboxing where she shows enthusiasm for tracking her performance, recovery, and sleep. Through an Instagram Reel, she shared how Whoop could share real-time data insights and supported her training regimen.
• Impact: The campaign emphasized the importance of data-driven performance tracking for athletes, increasing Whoop’s visibility among fitness enthusiasts.

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3. Puma

• About the Brand: Founded in 1948, Puma is known for its stylish and performance-oriented sportswear, catering to a wide range of sports and lifestyle needs.
• Notable Athletes: Usain Bolt, Neymar Jr., LaMelo Ball.
• Campaign Example: The "Only See Great" campaign, launched in 2021, features Neymar Jr. discussing his journey and aspirations, aiming to inspire others to pursue their own greatness.
• Impact: The campaign enhanced Puma's brand image by associating it with ambition and excellence, while focusing on optimism and self-belief. 

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4. Lululemon

• About the Brand: Lululemon is a Vancouver-based athletic apparel company known for its innovative products and commitment to promoting well-being.
• Notable Athletes: Camille Herron, Yoon Young Kang, Vriko Kwok.
• Campaign Example: In May 2023, Lululemon announced the "FURTHER" initiative, a groundbreaking ultramarathon designed exclusively for women. This multi-day event is set to commence on International Women's Day, March 8, 2024, aiming to showcase the extraordinary capabilities of female athletes.
• Impact: The FURTHER initiative aims to challenge existing norms by highlighting how far women can go when equipped with appropriate support and innovations

Explore further partnership opportunities and check out our Lululemon affiliate program in-depth review to earn commissions by promoting a well-established brand.

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5. ASICS

• About the Brand: Established in 1949, ASICS focuses on producing high-quality running shoes, activewear, and accessories, emphasizing performance and comfort.
• Notable Athletes: Novak Djokovic
• Campaign Example: The "I MOVE ME" campaign features Novak Djokovic and encourages individuals to lead active lifestyles, highlighting the joy and benefits of movement.
• Impact: The campaign reinforced ASICS's brand message of promoting health and wellness through movement, resonating with a health-conscious audience.

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6. Paula’s Choice

• About the Brand: Paula's Choice is a skincare brand founded in 1995 by Paula Begoun, known for its commitment to science-backed formulations and transparency. The brand emphasizes the use of effective, non-irritating ingredients.
• Notable Athletes: Olympian Ilona Maher
• Campaign Example: As a prominent rugby union athlete and social media influencer, Maher collaborates with the brand to promote products like the Pro-Collagen Peptide Plumping Moisturizer. She also serves as a "Skincare Coach," sharing skincare tips and insights with her followers.
• Impact: The partnership with Ilona Maher has enhanced Paula's Choice's visibility, particularly among sports enthusiasts and younger audiences through TikTok.

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7. New Balance

• About the Brand: Founded in 1906, New Balance offers a range of athletic footwear and apparel, focusing on quality craftsmanship and performance.
• Notable Athletes: Kawhi Leonard, Sydney McLaughlin, Coco Gauff, Shohei Ohtani.
• Campaign Example: The "We Got Now" campaign features Sydney McLaughlin and emphasizes living in the moment, showcasing athletes who embody this philosophy.
• Impact: The campaign resonated with audiences seeking authenticity and immediacy, enhancing New Balance's reputation for supporting athletes' personal journeys.

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8. Reebok

• About the Brand: Established in 1958, Reebok designs and manufactures athletic and lifestyle footwear, apparel, and accessories.
• Notable Athletes: Angel Reese, Shakur Stevenson, Justin Fields, Luis Mejia, Lydia Oldham.
• Campaign Example: Reebok’s new brand anthem "Sport Is Everything" unites athletes from across the globe, representing diverse passions and backgrounds.
• Impact: The campaign strengthened Reebok’s brand identity by emphasizing inclusivity and redefining what sport means to different individuals.

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9. Crocs

• About the Brand: Crocs, founded in 2002, is renowned for its distinctive foam clogs and has expanded into various footwear styles, emphasizing comfort, individuality, and casual style.
• Notable Athletes: Armando Bacot, Claire Curzan, Deja Kelly, Suni Lee, Jared McCain, Julian Strawther.
• Campaign Example: In 2023, Crocs signed six college athletes to NIL (Name, Image, and Likeness) deals, including basketball players Armando Bacot and Jared McCain. The athletes created content on social media showcasing their custom Crocs, amplifying the brand’s visibility within younger demographics.
• Impact: This partnership has helped Crocs reach a younger, trend-focused audience, especially college sports fans. By collaborating with athletes who have strong social media presence, the brand effectively taps into new and diverse markets, boosting its relevance in the athletic and casual footwear sectors.

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10. Under Armour

• About the Brand: Under Armour, established in 1996, specializes in high-performance sportswear, footwear, and accessories, known for its innovative fabrics and designs focused on improving athletic performance.
• Notable Athletes: Stephen Curry, Misty Copeland, Tom Brady, Michael Phelps.
• Campaign Example: The "I Will What I Want" campaign featuring ballerina Misty Copeland highlighted her struggles as a dancer breaking traditional barriers.
• Impact: The campaign was pivotal in reinforcing Under Armour’s commitment to empowerment and diversity. It attracted a broader, more inclusive audience, especially women, and helped elevate Under Armour’s reputation as a brand that supports athletes across all sports.

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What Are The Different Types Of Partnerships For Athletes

• Endorsement Deals: Where an athlete promotes a brand’s products or services in exchange for compensation. This can include wearing the brand’s apparel during games, appearing in advertisements, or featuring the brand in social media.
• NIL (Name, Image, Likeness) Deals: The rise of NIL agreements allows college athletes like Claire Curzan and Jared McCain to monetize their personal brand primarily on social media. This has opened doors for younger athletes to collaborate with major brands.
• Sponsorship Agreements: Where brands pay athletes to wear or use their products in competitive settings. They provide financial support or free products to athletes in exchange for visibility. 
• Apparel & Footwear Collaborations: Some athletes go beyond endorsements and collaborate on signature product lines, giving them a creative role in the design and marketing process. ‍
• Key Takeaways: Athlete partnerships vary from endorsement deals and sponsorships to NIL agreements and product collaborations, each offering unique opportunities for brand promotion and athlete monetization. These partnerships benefit both parties by enhancing brand visibility, providing financial support to athletes, and fostering consumer engagement through authentic connections.

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How To Get Brand Deals As An Athlete

Build A Strong Personal Brand

Before seeking brand deals, it’s essential to define your objectives and values. What makes you stand out? Once you’ve identified your uniqueness, you can incorporate it into your niche and showcase it through social media to an audience who might resonate with you. 

One of the reasons athletes are so marketable is because they often have a compelling story to share. Share how those experiences relate to your skills as an athlete, and let people get to know you.

Professional tennis player Naomi Osaka has built a strong personal brand by blending her passion with advocacy for mental health and social justice. Her openness about personal struggles has made her relatable and authentic, attracting partnerships with big brands ready to be a part of that conversation.

Research Potential Sponsors

Use social media to identify sports-related events or posts and identify potential collaborators. 

Research similar athlete profiles and check their brand partners, by having a similar following, engagement rate and/or content, it’s possible those brands would want to work with you as well.

Craft A Clear Proposal

Once you’ve identified potential partners, reach out to them to start a conversation.

Your pitch is your own first approach towards someone you want to work with. It should be short, to the point, and can be directed towards a brand, agency, or another creator.

Start by trying a personalized approach. Have you ever used that product before? Highlight your experience. Do your values and beliefs align with the brands’? How can collaborating with you benefit them? Do your social media metrics support these answers?

Highlight your understanding on the importance of creating a personal audience-brand connection / relationship, your enthusiasm for creating together, and don’t forget to include your contact details and links to your socials.

Network Actively

Research sports networking events like career fairs, conferences, or workshops, near you to connect with people with shared interests, help build your professional network and find new opportunities. 

Use tools like LinkedIn to share your own insights and accomplishments, and engage in sports networking groups like LaunchBreak to access professional opportunities.

Key Takeaways: Building a strong personal brand, researching potential sponsors, crafting a compelling pitch, and actively networking are key steps for athletes to secure brand deals. By showcasing authenticity, aligning with the right brands, and leveraging both online and offline connections, athletes can create valuable partnerships that benefit both their career and sponsors.

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Final Thoughts On Brands That Work With Athletes

For athletes, finding brand partners is not always easy, especially with new emerging social media creators each day. Focusing on your craft can be a challenge, as it is a priority, when wanting to upscale creative sponsorships and secure brand deals. That’s why making sure you stay true to your values and audience, and understand the different types of athlete partnerships while enhancing your social media presence can lead desired brands your way. 

As an already hard working individual, leverage each step and become a sought-after partner for brands that align with your personal and professional values. Turn your passion into profit and check out the top 20 best fitness influencer affiliate programs to explore brands actively seeking partnerships with athletes and fitness creators.