A Wren Says

Many athletes dream of one day getting their own shoe deal. The dream of the day that Nike taps them to be the face of their brand. They dream of being picked by a major corporation, entering into a contract, and making money from that deal. Not many dream of the day that they design their own shoe.

When Tiger Woods ended his partnership with Nike, he extended his relationship with Taylor Made. The move allowed him to grow Sun Day Red, a line of golf apparel and shoes, under his own name. The move took Woods from sponsored athlete to brand founder. It is a big step to take ownership of the power of his personal brand.

I’m reflecting on that piece of it. A high profile athlete moves from increasing the brand recognition of a corporation and realizes that he is the brand. He is the icon that brands want to be associated with. There is strong leverage there to enter into contract negotiations. It is also the jumping off point to do something bigger and his own way.

In this new athletic landscape, youth and college athletes are entering into contracts with brands much earlier than those who came before them. How will that change the expectations that the next generation have what they can do? How will that change the ways that brands interact with them as they enter their professional career? Will they start working, much sooner, to see what they are able to build for themselves, rather than spending a lifetime building for someone else?