Extraordinary athletes, ordinary content: why even Nike should make more of its talent
Nike’s former global editor, Dan Rookwood, argues that brands are leaving value on the table by wasting their allocated time with star athletes. Since landing my first job on the sports desk of The Guardian’s website in 2000, I’ve spent a good chunk of my career interviewing athletes. Sometimes it has been a joy – [...]
Dan Rookwood, Nike's former global editor-in-chief, argues that brands are missing out on valuable opportunities by not utilizing the full potential of their star athletes. Over the course of 26 years, Rookwood has witnessed the evolution of athlete marketing, from traditional media to branded content, podcasts, YouTube, and social media.
However, the fundamental challenge remains: how to move beyond cliches and create authentic, engaging content. Recent years have seen athletes taking control of their narratives, setting up their own platforms and brands, and even creating personal YouTube channels. Despite this shift, some brands still fail to make the most of their talent deals, often resulting in subpar content.
Rookwood believes that the key to unlocking the true potential of athlete partnerships lies in treating athletes as content creators rather than mere media inventory. By providing athletes with the freedom to showcase their personalities and competitive spirit, brands can produce entertaining and engaging content that benefits both the athlete and the sponsor.
Written by urgent.news from City AM's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
