Athletes have always been marketing powerhouses. However, their place in advertising is shifting lately.
Adweek said, "Brands are no longer using such figures to simply catch the eye of their audience but instead focus their attention on finding stars that truly align with, represent and share their values."
Instead of just putting their face with products, companies are becoming deeper and more purposeful with their branding. This is a good strategy because customers are also becoming more intentional with their dollars. They want to support companies that align with their values. Working with an athlete in this way both grabs customers' attention and shows the values they want to portray.
Have you noticed this phenomenon? Does it alter your perception of brands?