On the Edge of Disruption: Athlete Brands

Will Athlete Brands disrupt the need for big brands in the sports and outdoor industry?

Social media has transformed how athletes connect with consumers, disrupting traditional brands and ushering in the era of Athlete Brands. As technology advances and consumer behaviors evolve, are we on the brink of a new shift: athletes as product creators? And could this shift fundamentally challenge big brands?

Over the past two decades, the way athletes and brands connect with consumers has changed dramatically. Traditionally, brands acted as intermediaries, giving fans access to athletes through costly marketing channels like billboards, print ads, and TV commercials. This structure put power in the hands of big brands like Nike and Adidas, which controlled how athletes’ stories reached the public.

Now, however, social media has entirely upended this model. Athletes have a direct line to their fans, bypassing traditional brands and building personal brands, leading to a new model: the Athlete Brand.

Today, athletes are some of the most influential figures online, often with larger followings than the brands that sponsor them. With this influence, the logical next step is to monetize their following. Enter the next era: Athletes as Product Creators.

The Next Disruption: Athletes as Product Creators

The marketplace is ripe for the next big shift. As technology advances and consumer preferences change, athletes are uniquely positioned to enter the product space independently. Consumers now actively seek niche, authentic products and have begun shifting away from larger brands and toward smaller, specialized brands. Bandit Running and Satisfy, for instance, are growing names in the running apparel market. This trend suggests consumers are ready for athlete-led brands.

Additionally, lower barriers to entry for creating and distributing products mean that athletes can now launch their own brands with less up-front investment.

Athletes are also well-positioned to address gaps in performance-focused markets that larger brands have left behind. Consumers increasingly look for products designed by athletes, for athletes, which lends an authenticity that traditional brands sometimes lack. For example, footwear or apparel designed by Serena Williams or Lionel Messi would resonate deeply with fans because of the accomplishments those athletes have achieved and the expertise and insight they bring.

We’ve already seen success with celebrity and athlete-led brands: Fabletics by Kate Hudson, Saysh by Allyson Felix, Skims by Kim Kardashian, and Fenty by Rihanna—all proving that influential figures can build brand loyalty without relying on traditional partners.

What Brands and Athletes Should Do Now

For established brands, the key opportunity is to renew their commitment to performance. Developing innovative, athlete-oriented products—even in niche segments—will help maintain relevance in this shifting landscape.

For athletes, now is the moment to consider launching a product-focused brand. With their established audiences, athletes can bring authentic products to market without needing traditional brand support. The tools and technologies to build and own their brands are more accessible than ever.