Top Athlete Branding Mistakes
(and How to Fix Them)
Athlete branding is no longer just about performance stats or highlight reels — it’s about building a story that resonates on and off the field. But even the most talented athletes can fall into branding traps that limit their potential. Here are three common mistakes and how to fix them, with real-world examples from the sports industry.
Mistake 1: Posting What You Think Others Want to See
Many athletes post safe, generic content because they believe it’s what sponsors, fans, or their sport’s culture expects. The result? A feed that feels flat, forgettable, and interchangeable with dozens of others in the same industry.
How to Do It Well:
Naomi Osaka (Tennis) shares openly about her mental health journey alongside match updates, creating a unique connection with her audience.
Antoine Griezmann (Football) integrates his love for gaming into his social presence, attracting partnerships with brands like Fortnite.
Mikaela Shiffrin (Alpine Skiing) posts not just training clips, but personal moments, music playlists, and insights that showcase her personality.
Mistake 2: Ignoring Passions Outside Your Sport
Some athletes focus so heavily on their sport that they overlook other aspects of their identity. In reality, these other passions can differentiate them and open doors to unique partnerships.
How to Do It Well:
Lewis Hamilton (Formula 1) merges his love for fashion with his racing career, leading to collaborations with Soho House and multiple luxury brands.
Serena Williams (Tennis) integrates her entrepreneurial ventures and fashion line into her brand, expanding her reach beyond the tennis world.
Héctor Bellerín (Football) incorporates his interest in sustainability and art, attracting partnerships aligned with his values.
Mistake 3: Staying in the Industry’s Comfort Zone
Every sport has an unspoken “comfort zone” — a set of content styles and topics that everyone follows. Athletes who never step outside these boundaries risk blending into the crowd.
How to Do It Well:
Paul Pogba (Football) breaks the mold with bold fashion choices, unique celebrations, and a playful social media presence.
Sky Brown (Skateboarding) combines sport, lifestyle, and philanthropy, giving her brand a multidimensional edge.
Nick Kyrgios (Tennis) integrates music, basketball, and candid opinions into his online presence, keeping audiences engaged beyond match play.
Conclusion: Authenticity Wins Every Time
The most successful athlete brands are built on authenticity. Fans and sponsors alike are drawn to athletes who stay true to themselves — not just the version they think the world wants to see. Whether it’s through hobbies, personal values, or unique storytelling, showing your genuine self sets you apart in a crowded industry.
At CM AthleticDigital, we help athletes find and amplify that authentic voice so their brand doesn’t just perform — it lasts.
