Michael Jordan has more shoe sales thanpoints or championships. Hes a logo. His own brand.
That was earned due to massive success on the basketball court. People wanted a piece of him.
Nike recognized that and made sure people could reach out and touch and of course spend money on the Jordan brand.
The athlete was an original influencer.
Chase Garrett is a firm believer in that line of thinking.
A former motocross racer, agent and marketing rep for Red Bull, Garrett has seen firsthand how much an athlete can move the needle for a company.
Brands like Nike, Red Bull, Adidas and Oakley have built their brands on the backs of athletes from the get-go, Garrett said. That was before there were social media analytics to really defend what the ROIwas on in investing in these superstars. They were passionate and they knew that these individuals used their products and adored the brand, and they were working together. Suddenly, in the last 10 to 15 years, social media has come in to provide a lot of people with strong analytics to show how many eyeballs my content gets in front of. A lot of brands are a lot more responsive to engage in social media influencers and people who can provide that data. Through that process, athletes have been missed on a large part because its a little more challenging to get into their camps and understand how this works.
Garrett created a marketplace named Icon Source with the objectiveto bring athletes together with brands that fit their profile in a protected, legally binding environment.
Garrett could potentially work with college athletes soon.
Connecticut Sen. Chris Murphy and Massachusetts Sen. Lori Trahan, who played volleyball at Georgetown, co-authored and introduced The College Athlete Economic Freedom Act earlier this month.
The bill is designed to prohibit the NCAA from holding legal restrictions on student athletes from ear