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Athletes Don’t Just Play Anymore — They Sell
SEN • April 23rd, 2025 7:19 pm
It wasn’t that long ago when athletes stuck to the sidelines of marketing, lending their face to a sneaker ad or protein powder commercial, then heading back to the game. Fast forward to now, and the story looks totally different. Athletes aren’t just spokespeople anymore; they’re full-on entrepreneurs, content creators, and brand powerhouses.
What changed? A whole lot, but if we had to boil it down, it’s this: athletes have realised they don’t need to wait for a brand to knock on their door. They are the brand. Thanks to social media, streaming platforms, and the rise of personal branding, today’s sports stars are flipping the playbook. They’re using digital tools to connect directly with fans, build communities, and most importantly, sell.
Whether it's workout programs, activewear lines, or energy drinks, athletes are launching products and marketing them with the same intensity they bring to competition. And the tech helping fuel this shift? Social media, for sure. But dig a little deeper, and you’ll find Facebook ads and other paid digital strategies playing a major role in turning athletes into serious sellers.
This isn’t just a US thing either. In Australia, we’ve seen some incredible athletes step into business with confidence and authenticity. They’re showing brands, both big and small, how to connect with audiences in a way that feels real — and sells.
In this article, we’re diving into how athletes are transforming the fitness and sporting landscape, not just playing in it. You’ll see how they’re teaming up with brands, building their own empires, and why smart marketers are paying attention.
Athletes Turning Influence into Income
For decades, athletic stardom meant endorsement deals and glossy ad campaigns. Think Jordan and Nike, Maria Sharapova and Canon, or Peyton Manning selling everything from insurance to pizza. Those deals were big, no doubt — but they were also controlled. The athlete lent their name, showed up for a shoot, and maybe gave a quote or two. The rest? Out of their hands.
That model has shifted in a huge way.
That model has shifted in a huge way.
Now, athletes aren’t just endorsing products, they’re building their own. They’re launching supplement lines, investing in tech startups, creating content empires, and using their platforms to promote themselves just as much as the brands they work with. They’re not just taking the check; they’re taking ownership.
The rise of social media played a massive role in this. Instagram, YouTube, TikTok; all of these gave athletes a direct line to fans. Suddenly, they didn’t need a press release or a TV interview to share a story. They could post a training video, drop a behind-the-scenes moment, or announce a product launch on their own terms. And their audiences? Massive, loyal, and hyper-engaged.
LeBron James, for instance, didn’t just sign with brands; he co-founded media company Uninterrupted and launched his own health-focused brands. Serena Williams? She’s also a fashion designer, venture capitalist, and the face of her own clothing line. Even younger athletes are following the playbook early, growing their personal brands alongside their careers from the very beginning.
On the Home Turf
In the past, Aussie athletes mainly relied on endorsements to make money outside their sport. A logo on the jersey, a quick TV spot, maybe a billboard campaign during finals season. That model still exists, but it’s no longer the main game.
Take Ash Barty. She walked away from tennis while at the top of her game, but her brand presence didn’t take a hit — it arguably got stronger. She’s chosen to align with brands that reflect her values and laid-back Aussie identity, like Vegemite and Rado. These partnerships aren’t flashy, but they’re intentional. That authenticity is exactly what today’s consumers are drawn to.
Then you’ve got athletes like Stephanie Gilmore and Sally Fitzgibbons, who have turned their surf careers into platforms that go way beyond sport. They promote healthy living, environmental responsibility, and female empowerment. Their social channels are full of lifestyle content, workouts, and honest moments — the kind of stuff that builds trust. When they promote something, it doesn’t feel like a pitch. It feels like a recommendation from a mate you actually listen to.
This evolution is all about control. Athletes are managing their image, choosing who they work with, and finding ways to sell that feel true to who they are.
This evolution is all about control. Athletes are managing their image, choosing who they work with, and finding ways to sell that feel true to who they are.
This new wave of athlete-driven branding is about control, voice, and value. It’s about turning influence into income. And it’s reshaping how people think about athletes — not just as performers, but as founders, storytellers, and entrepreneurs.
Why Fitness and Sports Brands Are Tapping Athlete Influence
Athletes have always been aspirational. They're strong, focused, and disciplined — everything a fitness or sports brand wants to embody. But what’s changed recently is how brands collaborate with athletes, and more importantly, how those partnerships are reaching audiences in more targeted, measurable ways.
Here’s the thing: trust is currency in the fitness world. People don’t just buy gear or supplements because they look cool — they buy because someone they respect uses them. That’s why athletes, with their authentic connection to performance and lifestyle, are goldmines for brands looking to break through the noise.
And we’re not just talking about global icons anymore. Micro and mid-tier athletes — think rising CrossFit stars, Olympic hopefuls, or MMA fighters with loyal social followings — are increasingly being tapped by niche fitness and sporting brands. Why? Because these athletes come with highly engaged audiences who actually care what they’re wearing, eating, and doing.
This is where digital marketing, especially Facebook, becomes a power play. Brands now have the ability to take content created by athletes and turn it into hyper-targeted ad campaigns.
This is where digital marketing, especially Facebook, becomes a power play. Brands now have the ability to take content created by athletes and turn it into hyper-targeted ad campaigns.
Whether it’s an athlete demoing a resistance band or talking about a recovery drink, that content can be promoted to thousands of potential customers who are already interested in fitness.
In fact, Facebook ads can work well for fitness and sporting brands because they allow for such specific targeting. You can zero in on people who follow certain sports, shop at specific athletic retailers, or even attend live fitness events. Then, with the right athlete-fronted content, the conversion potential is off the charts.
This isn’t just throwing a logo on a jersey and hoping people notice. This is strategic, data-backed selling that matches the right message to the right audience at the right time — and athletes are right at the centre of that approach.
Athletes Driving Sales
It’s one thing to say athletes can drive revenue — it’s another to see it in action. Luckily, there are plenty of examples where athlete partnerships didn’t just boost visibility, they moved serious product.
Let’s look at Dylan Alcott. He’s a Paralympian, media personality, speaker, and also co-founder of Able Foods — a meal delivery service designed for people with disabilities. What makes his brand work isn’t just his sporting success, but his openness and purpose. He’s not trying to be flashy. He’s trying to make life better for others. That sincerity drives engagement, and engagement drives sales.
Take Steph Curry and Under Armour. When Curry signed with the brand, it wasn’t just about a new shoe line. It was about co-creating a brand identity that matched his values and style of play. His signature sneakers weren’t just a product — they became a movement, especially among young basketball fans. Under Armour’s stock price even saw a noticeable lift during the peak of his influence, all thanks to smart positioning and digital reach.
Then there’s Simone Biles. Her partnership with Athleta wasn’t the usual big-brand deal. It was about aligning with a company that supported her voice, her activism, and her story. That authenticity translated directly into sales. Athleta didn’t just sell clothes — they sold inspiration, and Simone’s presence helped make that feel real and personal.
And it’s not just the global names making waves. You’ve got athletes in niche sports — like pro climbers, triathletes, or even competitive jump ropers — using their followings to push apparel, nutrition products, and fitness tech. When they share their routines or gear via Instagram or in a Facebook ad, it doesn’t feel like a pitch. It feels like a recommendation from someone who lives the lifestyle.
What’s working in all these campaigns is the combination of authenticity, relatability, and storytelling. It’s not just about having a fit person in the ad. It’s about showing the product in motion, telling a story about why it matters, and targeting the right people with digital tools that track and optimise performance. Athletes bring the human connection. Facebook and other ad platforms bring the scale.
When those two forces align, the results are impressive — not just in likes and shares, but in clicks, conversions, and long-term brand loyalty.
The Athlete as a Digital Entrepreneur
Athletes aren’t just partnering with brands — they’re becoming brands. And with the rise of e-commerce tools, on-demand manufacturing, and accessible ad platforms, building a business is no longer limited to a post-retirement plan. It’s happening right in the middle of active careers.
From wellness supplements to performance wear, athletes are launching their own product lines and selling directly to fans. Naomi Osaka created her skincare line focused on melanin-rich skin. Tom Brady has TB12 — part performance brand, part lifestyle philosophy. Even less mainstream athletes are carving out profitable niches with digital products like custom workout plans, video subscriptions, and branded training gear.
From wellness supplements to performance wear, athletes are launching their own product lines and selling directly to fans. Naomi Osaka created her skincare line focused on melanin-rich skin. Tom Brady has TB12 — part performance brand, part lifestyle philosophy. Even less mainstream athletes are carving out profitable niches with digital products like custom workout plans, video subscriptions, and branded training gear.
What sets these athlete-entrepreneurs apart is how they leverage their built-in audiences. When they release a product, they’re not starting from scratch. They’re speaking to people who already trust them, already admire them, and already want to train or live like them. That kind of brand equity is hard to buy, and athletes have it in spades.
Digital marketing plays a key role here, especially on platforms like Facebook and Instagram. Whether it’s running retargeting ads after someone checks out a product page or creating a campaign based on a workout video that subtly features new merch, the opportunities to turn visibility into revenue are endless.
And what’s really interesting? Many athletes are hands-on with this stuff. They’re not just slapping their name on a label. They’re collaborating on product development, shaping brand tone, and diving into campaign strategy. The control they have over their image — and now their business — is unprecedented.
This isn’t about temporary fame. It’s about building something that lasts long after the final whistle. In many ways, the digital marketplace has become the new arena, and athletes are showing they can dominate that, too.
Brands Can Learn From Athlete Marketing
You don’t need a million-dollar contract or a top-tier athlete to tap into the power of this strategy. What matters is the mindset — and the playbook. Athletes succeed in digital marketing because they blend authenticity, storytelling, and smart tech. Brands of any size can do the same.
First, understand the value of niche influence. Athletes don’t try to appeal to everyone — they connect deeply with specific groups. That’s a lesson every fitness and sporting brand should take seriously. Instead of chasing mass appeal, focus on building trust with the exact community you want to serve. Maybe that’s yoga moms, amateur triathletes, or gym rats obsessed with recovery gear. Whoever it is, speak their language and show up consistently.
Second, content is everything. Athletes win because they let people behind the scenes. They share the workouts, the failures, the routines — the stuff that builds connection. Brands can do this, too. Use user-generated content, behind-the-scenes videos, or founder-led storytelling to make your audience feel something. You don’t need a big budget — just a clear message and a real voice.
Second, content is everything. Athletes win because they let people behind the scenes. They share the workouts, the failures, the routines — the stuff that builds connection. Brands can do this, too. Use user-generated content, behind-the-scenes videos, or founder-led storytelling to make your audience feel something. You don’t need a big budget — just a clear message and a real voice.
And then, there’s the paid side. A good organic story can go far, but pairing it with targeted digital ads is what scales it. Facebook ads remain one of the most effective tools in the game, especially when it comes to fitness. The key is to avoid sounding like an ad. Think of it more like extending a story. Take the best content — whether it’s from a micro-influencer or your own team — and use ads to get it in front of more of the right people.
Lastly, think long-term. The best athlete marketers aren’t chasing a one-time sale — they’re building a brand legacy. Your fitness or sporting company should aim for that, too. Build something your audience wants to be part of, not just buy from. Use consistency, authenticity, and smart targeting to create fans, not just customers.
In the end, it’s not just about the athlete’s name. It’s about the approach. Treat your brand like a movement, not a product — and market it like an athlete with something to prove.
Lastly, think long-term. The best athlete marketers aren’t chasing a one-time sale — they’re building a brand legacy. Your fitness or sporting company should aim for that, too. Build something your audience wants to be part of, not just buy from. Use consistency, authenticity, and smart targeting to create fans, not just customers.
In the end, it’s not just about the athlete’s name. It’s about the approach. Treat your brand like a movement, not a product — and market it like an athlete with something to prove.
Conclusion
The game has changed — and athletes are leading the charge. No longer content with just playing, they’re building businesses, shaping narratives, and using their platforms to sell products with purpose. They’ve gone from passive endorsers to active entrepreneurs, using digital tools like Facebook ads to turn attention into action.
For fitness and sporting brands, this shift isn’t just something to watch — it’s something to learn from. Whether it’s collaborating with an up-and-coming athlete or taking cues from their approach to branding and audience-building, the opportunity is wide open.
What today’s athlete understands better than ever is this: influence isn’t enough without intention. It’s about trust, connection, and showing up with something real to offer. Brands that embrace that ethos — and combine it with smart digital strategy — are the ones that win.
Because in today’s marketplace, athletes don’t just play anymore. They create. They connect. And yes — they sell.
For fitness and sporting brands, this shift isn’t just something to watch — it’s something to learn from. Whether it’s collaborating with an up-and-coming athlete or taking cues from their approach to branding and audience-building, the opportunity is wide open.
What today’s athlete understands better than ever is this: influence isn’t enough without intention. It’s about trust, connection, and showing up with something real to offer. Brands that embrace that ethos — and combine it with smart digital strategy — are the ones that win.
Because in today’s marketplace, athletes don’t just play anymore. They create. They connect. And yes — they sell.
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