Athlete endorsements—when an athlete publicly promotes a brand’s product or service—are a key tool for brands to boost visibility, credibility, differentiation, and market share. Unlike traditional advertising, celebrity-driven marketing offers a unique opportunity to evoke emotion and build trust with consumers. In addition, many athletes are cultural trendsetters, making their influence extend far beyond the field of play, into fashion and street culture. For example, Michael Jordan’s sneakers have had a massive impact on style and lifestyle trends, elevating his brand to the status of a cultural icon.

Endorsement campaigns that involve collaborative content creation can be highly effective. The goal is to foster a natural connection between athlete and brand, leveraging the athlete’s personal experience with the products to create an authentic testimonial that resonates with consumers. One example is the partnership between Hannah Kathleen Hawkshaw, Miss International Europe 2024, and Lierac Ireland & UK, a French health and beauty brand. In a series of user-generated content (UGC) videos, Hannah showcases her personal experience with the Lierac Lift range to demonstrate the product’s transformative effects in an authentic way.

When an athlete genuinely aligns with the brand’s values and ethos, it is more likely that fans will trust their endorsement. Additionally, if the athlete uses the products in their training and competitions, it further bolsters authenticity. Moreover, the ability to leverage digital platforms can enhance interaction with audiences and enable real-time feedback. Tracking engagement metrics—like likes, shares, and follower growth on social media—can also provide valuable insights into campaign effectiveness.