The Growing Influence of Athlete-Owned Brands in Endorsements

1 August 2025

The world of sports isn’t just about games anymore—it’s a full-blown business, and athletes are no longer just players; they’re entrepreneurs, moguls, and marketing masterminds. One of the strongest trends we’ve seen in recent years is the skyrocketing influence of athlete-owned brands in endorsements.

Instead of only promoting someone else’s product, modern athletes are flipping the script. They’re creating their own brands, slapping their names on products they believe in, and cashing in big time. And honestly, it makes a lot of sense—who better to market high-performance gear or wellness products than someone at the top of their game?

Let’s dive deep into how athlete-owned brands are shaking up the endorsement game and why this movement isn’t just a trend—it’s the new norm.

The Shift From Sponsorship to Ownership

Think back ten or twenty years. Athletes were cashing checks to endorse sneakers, energy drinks, and sportswear—products created and owned by corporations. The athlete’s role? Be the face. Smile for the camera. Post on social. Collect the paycheck.

But now, there’s a fresh playbook.

Today's stars want equity, not just exposure. They’re launching their own companies or buying into businesses where they have real skin in the game. It’s not about showing up for a commercial; it’s about building something that lasts beyond their athletic prime.

Take LeBron James, for example. He didn’t just promote Beats by Dre—he took an equity stake. When Apple bought Beats, LeBron reportedly earned more than many of his NBA salaries. That move alone turned heads across the sports world.

Now, more and more athletes are asking a simple question: Why promote someone else’s brand when I can build my own?

Why Athletes Make Exceptional Brand Founders

Athletes bring something incredibly powerful to the table: influence. Their fans hang on their every word, buy what they wear, and want to eat, drink, and train like them.

But there’s more to it than just fame.

1. They Know Their Industry Inside Out

Athletes live and breathe performance. They know what works and what doesn’t. So when they create gear, supplements, or wellness products, it’s coming from firsthand experience. That authenticity resonates with consumers who are tired of gimmicks.

2. They Already Have a Loyal Fanbase

Unlike startup founders who spend years building an audience, athletes already have an army of followers. Whether it’s through social media, game day fans, or international recognition—they’ve got the spotlight. That’s free marketing gold, and they use it wisely.

3. They're Competitive Entrepreneurs

Let’s be real—top-tier athletes don’t just wake up wanting to win games. They want to win at everything. That competitive spirit translates beautifully into business. They hustle, they learn, and most importantly—they don’t quit.

Real-Life Examples: Athlete-Owned Brands Making Waves

Let’s look at some game-changers who proved athlete-owned brands aren’t just passion projects—they’re power moves.

LeBron James - Uninterrupted & The SpringHill Company

LeBron didn’t stop at sports. He co-founded Uninterrupted, a digital media company giving athletes a voice beyond the game, and The SpringHill Company, which creates meaningful content rooted in empowerment and culture.

These aren’t “celebrity pet projects.” They’re multi-million-dollar media powerhouses that are shifting the way we consume stories.

Serena Williams – S by Serena

Serena is more than just a tennis icon—she’s a fashion force. Her clothing line, S by Serena, is a bold, unapologetic brand that speaks to confidence, style, and strength. It’s not just clothes; it’s a movement.

And because Serena stands for so much more than her sport, her brand hits home with a wide, diverse audience craving inspiration and elegance.

Tom Brady – TB12

You knew this one was coming. Tom Brady isn’t just one of the greatest quarterbacks ever—he’s a wellness warrior. His TB12 brand offers products, training, and methods for a performance-driven lifestyle based on how he’s maintained his body beyond 40.

This brand works because it’s tied directly to Tom’s longevity, discipline, and results. If he can do it, maybe we all can, right?

Naomi Osaka – Kinló

Naomi Osaka launched Kinló, a skincare line specifically designed for melanated skin tones. She didn’t just slap her name on the packaging—she co-created it to solve a real need.

It's a perfect example of an athlete using their identity, voice, and influence to fill a gap in the market. It’s smart, socially conscious, and deeply personal.

The Power of Authenticity in Athlete-Owned Brands

One big reason why athlete-owned brands are crushing it in endorsements? Authenticity.

Consumers are savvier than ever. They can sniff out a soulless endorsement from a mile away. When an athlete promotes their own brand, it feels real. There’s a story behind it. There’s a purpose.

And let’s not forget—consumers, especially Millennials and Gen Z, put a premium on transparency and purpose-driven businesses. They’re not just buying a product; they’re buying into a mission.

How Athlete-Endorsed Brands Are Changing Traditional Endorsement Deals

This shift isn’t just benefiting athletes—it’s shaking the foundation of brand partnerships everywhere.

Big brands are adapting. They know the new generation of athletes want more than a photo shoot and a check. They want collaboration. They want shares. And they want their vision respected.

This has created a new blueprint where athletes are co-creators, co-founders, and stakeholders.

For instance, when NBA star Kevin Durant invests in a startup like Postmates or co-founds a media company like Boardroom, it’s not just an endorsement—it’s a strategic alliance. KD and his team bring more than face value; they bring cultural capital.

Companies now know: if you want an athlete’s passion and platform, you have to offer more than money—you have to offer meaning.

Why This Trend Isn’t Slowing Down Any Time Soon

We’re just getting started.

As athletes get smarter about financial literacy, brand-building, and entrepreneurship, we’ll see even more of them stepping into the driver’s seat. And with social media, global reach, and a direct line to consumers, they don’t need traditional media or mega-corporations to succeed.

Plus, the retirement plan? It’s a game-changer.

Building a brand doesn’t just pay bills while they play—it creates income streams long after the final whistle. And for athletes who face the all-too-real fear of life-after-sports, this is a way to pivot with purpose.

The Future: Collaborations, Communities, and Cultural Movements

As we look ahead, athlete-owned brands will only multiply. But it won’t just be about launching products—it’ll be about launching movements.

We’ll see deeper collaborations with fans, more socially conscious missions, and brands rooted in identity and authenticity. You’ll see wellness brands for underrepresented groups, fashion lines that celebrate body positivity, and tech innovations from athletes solving real-world problems.

It’s not just business anymore—it’s personal.

Tips for Aspiring Athletes Looking to Launch Their Own Brands

If you're an up-and-coming athlete, consider this your friendly playbook:

1. Start with a Mission – Don’t build something just to make money. Solve a problem. Fill a need. Tell your story.
2. Find the Right Team – No one builds an empire alone. Get advisors, marketers, and business minds who believe in your brand.
3. Use Your Platform Wisely – Social media is your best friend. Be real, be engaging, and share behind-the-scenes of building your brand.
4. Think Long-Term – Fast cash dies fast. Build something sustainable that can grow with you.
5. Stay Authentic – The most important one. Don’t fake it. If you wouldn’t use your own product or wear your brand, why should anyone else?

Final Thoughts

The growing influence of athlete-owned brands in endorsements is much more than a trend—it’s a powerful shift in how athletes see themselves… not just as players, but as creators, CEOs, and cultural leaders.

Fans want authenticity. Brands want influence. Athletes want legacy.

And in this new era, athlete-owned businesses deliver all three.

Whether you're a die-hard sports fan, a startup founder looking for inspiration, or an athlete dreaming of life beyond the game—it’s time to take notes. Because athletes aren’t just endorsing the future anymore… they’re building it.