The game hasn't started. The stadium lights aren't even on yet. But some of the smartest athletes in professional sports are already winning, building million-dollar personal brands in the tunnel, at fashion shows, and on social media before they ever step onto the field.
If you think Super Bowl success only happens on game day, you're missing the biggest play of all.
The New Playbook: Fashion, Luxury, and Strategic Visibility
Let's talk about Cincinnati Bengals quarterback Joe Burrow. In June 2024, Burrow wasn't throwing touchdowns. He was walking the runway at Vogue World 2024 during Paris Fashion Week. Alongside Minnesota Vikings wide receiver Justin Jefferson, Burrow established himself as a style icon, and the entire sports world took notice.
This wasn't just about looking good. It was a calculated brand-building move orchestrated by NFL fashion strategist Kyle Smith. Since that moment, Smith has curated Burrow's game-day tunnel outfits, transforming the simple walk from the locker room to the field into a personal branding opportunity that reaches millions.
And Burrow isn't alone. Athletes across the league are catching on:
- Saquon Barkley walked the runway at the Hermès show during New York Fashion Week in 2023, gaining massive exposure through luxury fashion partnerships.
- Pat Surtain II regularly attends Paris Fashion Week shows to enhance his industry knowledge and elevate his personal brand.
- Ashton Jeanty uses fashion and sneaker collecting as a way to express his identity, describing style as "another way of showing who you are."
Kyle Smith has expanded his roster beyond Burrow, working with players like Justin Jefferson and Grant Delpit. He's even taken approximately 20 players to LVMH (Louis Vuitton Moët Hennessy) headquarters in New York City to educate them about luxury fashion.
Why Pre-Game Branding Matters More Than Ever
According to NFL senior vice president Ian Trombetta, "NFL players have become style icons," with fashion serving as an authentic way to connect with fans globally. Before Super Bowl LX, the NFL and Abercrombie & Fitch hosted an invite-only fashion show in San Francisco, further cementing the connection between athlete personal branding and major sporting events.
Here's the reality: your athletic performance gets you noticed, but your personal brand gets you paid. In the age of NIL (Name, Image, Likeness) deals, social media influence, and global connectivity, athletes who understand branding are creating income streams that extend far beyond their playing careers.
The athletes who win off the field are the ones who:
- Start building their brand early
- Show personality and authenticity
- Create content consistently
- Partner strategically with brands that align with their values
- Understand that every public appearance is a branding opportunity
Owning the Arena: Motivational Tips for Athletes and Coaches
Whether you're a high school athlete dreaming of the pros, a college player navigating NIL opportunities, or a coach helping your team understand the business of sports, here are actionable strategies to build your brand before the big game:
1. Define Your Personal Brand Identity
Who are you beyond the sport? What do you stand for? Joe Burrow is known for his cool, confident style. Others are known for community service, family values, or entrepreneurial spirit. Your brand should be authentic to who you are.
Action step: Write down three words that describe your personal brand. Use these as a filter for every partnership, social media post, and public appearance.
2. Treat Every Appearance as a Stage
https://www.youtube.com/watch?v=l6J-0zileKE
The tunnel walk, press conferences, community events, even your social media stories are all stages. Athletes like Burrow have turned routine moments into brand-building opportunities by being intentional about their presentation.
Action step: Plan your outfits, practice your talking points, and think about the message you're sending in every public setting.
3. Build Strategic Partnerships
Don't just chase the biggest paycheck. Partner with brands that align with your values and help tell your story. Luxury fashion partnerships work for some athletes. Community-focused partnerships work for others. Sports tech, nutrition, training gear, the options are endless.
Action step: Make a list of five brands you genuinely use and love. Research their partnership programs and reach out.
4. Create Content Consistently
Social media isn't optional anymore. It's your direct line to fans, sponsors, and opportunities. Show your personality, share your journey, and give people a reason to follow you beyond game highlights.
Action step: Commit to posting at least three times per week. Mix training content, lifestyle posts, and behind-the-scenes moments.
5. Invest in Your Brand Team
Joe Burrow has Kyle Smith. LeBron James has an entire media company. You might not have that budget yet, but you can start small. A good photographer, a social media manager, or even a mentor who understands branding can make a huge difference.
Action step: Identify one area where you need help (content creation, styling, contract negotiation) and invest in expert guidance.
The NIL Revolution: Your Brand is Your Business
For college and high school athletes, the NIL era has changed everything. You no longer have to wait until you turn pro to monetize your brand. Athletes are signing deals for social media posts, local business partnerships, autograph signings, and more.
The athletes winning in the NIL space are the ones who:
- Understand their market value
- Build authentic relationships with local and national brands
- Create professional content that brands want to share
- Stay compliant with regulations while maximizing opportunities
If you're an athlete or coach looking to navigate the NIL landscape, professional guidance can help you maximize opportunities while protecting your eligibility and reputation. The right partnerships can fund your training, support your education, and set you up for long-term success.
The Bottom Line: Start Building Before the Big Game
Super Bowl athletes aren't just training their bodies, they're training their brands. They're showing up at fashion weeks, partnering with luxury brands, creating content, and building businesses that will outlast their playing careers.
You don't need to be in the NFL to start building your brand. Whether you're in high school, college, or the pros, the strategies are the same: be authentic, be intentional, and be consistent.
The arena isn't just the field or the court. It's everywhere you show up. Own it. #HighPerformance
Ready to build your personal brand and maximize your NIL opportunities? Dan Kost, CEO of Name. Image, likeness., can help athletes and coaches navigate the evolving landscape of personal branding and digital marketing.
Contact us today:
- Email: info@MySportsMedia.com
- Website: mysportsmedia.com/nil
- Phone: Contact our team for personalized guidance
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