Understanding brands
The relationship between sports and sponsorship is powerful – what is your experience with it?
During my early years as a football player I was sponsored by Nike, but it was rather short-lived given Nike's focus on big players with the power to influence a large follower-base (see our deep dive on this topic – Sports & Sponsorship).
My second sponsorship was with Puma. Whilst I played at Huddersfield, Puma considered me to be an influencer for diversity, especially in football. At that time Puma had signed a number of high-profile ambassadors, such as Jay-Z, Rihanna and Kevin-Prince Boateng, to promote consumer diversity for their brand. When I signed for Puma, I already had in mind that one day I might work in fashion.
"I am impressed by how Nike spots and sets trends from an early stage and how, through sponsorship campaigns with sport stars like Michael Jordan, it has come to influence sports and fashion culture."
What are your favourite sport brands and why?
Puma's sponsorship when I played football was obviously a great accolade, and I am also grateful for the support they have shown me and my brand Beautiful Struggles. Nike is another brand close to my heart – as someone born in 1989, in the era when Michael Jordan and basketball championed the brand, Nike resonates with me. I am impressed by how Nike spots and sets trends from an early stage and how, through sponsorship campaigns with sport stars like Michael Jordan, it has come to influence sports and fashion culture.
Today, sponsorships and marketing campaigns have obviously grown in reach. Nike was early to notice the power of celebrities, in particular footballers, in increasing consumer-reach through their social media followers. The number of followers for top footballers often far exceeds those following brands (see Sports & Sponsorship) – just compare the numbers of Instagram followers for Christiano Ronaldo at 350m vs Nike at 85m!