Athletes are no longer just players of the game; they are influencers, brand ambassadors and movie stars. The growing convergence of sports and pop culture is pulling athletes from the court and into the world of entertainment.
Fashion
Athleisure, a growing fashion trend combining comfort and athletic wear, is expected to reach a market value of $257.1 billion by next year. The sportswear market has never been so competitive, and newer brands are coming out on top. Older activewear brands are running to athletes in an effort to promote their products and compete in the marketplace.
Athletes acting as walking billboards is not a new phenomenon. It all started with Micheal Jordan’s Nike partnership completely transforming the way brands partnered with athletes and sports teams.
Jordan’s first Nike deal, signed in 1984, was a five year contract for $2.5 million. Half a year later, the Air Jordan 1 was released to the public and changed the sportswear shoe industry forever. Within the first year, Nike made $100 million in sales on the shoes.
Jordan’s deal did not just change the fashion industry, it also revolutionized how consumers interact with athletes. The power of a loyal fan base was realized and athletes suddenly became cultural icons.
Cultural icons
In the world of sports, athletes go down in history for their game. Among these legendary players are Lebron James, Serena Williams, Jackie Robinson, Simone Biles, Tom Brady, Tiger Woods, Micheal Jordan, Magic Johnson, Wayne Gretzky, Katie Ledecky, Lionel Messi, Dale Earnhardt and Megan Rapinoe.
Being a cultural icon is not an easy job, especially now. Many athletes are active on social media, and even consider themselves influencers outside of their work.
Ilona Maher, an American rugby player, rose to fame during the 2024 Olympics when she led Team USA to win bronze. She currently boasts 4.9 million followers on Instagram.
Since gaining her following, Maher has brought attention to social issues, promoted body positivity and challenged traditional gender norms. She has partnered with many brands, including Adidas, L'Oréal and Paula’s Choice.
Outside of brand deals, Maher frequently posts entertainment content on her Instagram and TikTok. She joined “Dancing with the Stars” (2024) and placed second with dancing partner, Alan Bersten.
Stephen Nedoroscik, an American gymnast who gained a following during the 2024 Olympics, also appeared on the 33rd season of “Dancing with the Stars.”
On screen
Commercials, movies and TV — athletes are appearing on the big screen in every genre.
Shaquille O'Neal, former basketball player and sports analyst, appears on screen during nearly every ad break. He has appeared in commercials for everything from Icy Hot and Pepsi to Epson Printers and Papa Johns Pizza.
Many other athletes star in commercials, especially during major sports events, such as the Super Bowl.
During Super Bowl LIX, football player Peyton Manning starred alongside rapper Post Malone and comedian Shane Gillis in a commercial for Bud Light. Soccer player David Beckham promoted Stella Artois alongside Matt Damon. Actors Willem Dafoe and Catherine O’Hara were joined by basketball player Sabrina Ionescu, Football wide receiver Randy Moss and track and field athlete Ryan Crouser to advertise Michelob ULTRA.
While brand deals are one of the ways athletes appear on screen, they also are featured in films of their own.
“LFG” (2021), “Senna” (2010) and “Sprint: The World’s Fastest Humans” (2024) are a few recent documentaries that highlight the life and work of athletes from around the sports world.
However, the appearance of sports on screen does not always have to be rooted in reality. “Space Jam” (1996) and “Challengers” (2024) are both considered sports movies, but build off of the world of sports in creative ways.
As the line between sports and pop culture continues to blur, the role of athletes in popular media will only grow stronger. Players are no longer defined just by their presence on the court or field, they are also judged based on the content they create outside of the stadium.
