"It's not entirely new, but I think where the novelty comes in is that over the last decade, maybe a little bit more than that, the meaning of the athlete brand has really expanded,"
"The athlete is more than just a competitor or the labor on the field, but I feel like it wasn't until really the emergence of social media and technologies that the boundaries of what the athlete is really transcended,"
Lionel Messi visited India on 'The GOAT Tour', attracting massive attendance despite fans storming the pitch in Kolkata. Earlier, LeBron James and Steph Curry held solo tours in China, with James's trip sponsored by Nike and labeled 'The Forever King Tour'. Sporting brands have historical roots such as Fred Perry in the 1950s and Air Jordan in 1984, but modern athletes more frequently create personal brands early in their careers. Solo tours, interactive exhibits like the Messi Experience, and virtual promotions extend athlete influence beyond on-field performance. Social media and technology have widened the scope and meaning of athlete branding.
Read at www.dw.com
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