On deciding who to focus on for the personal brand an interesting observation was that athletes who are successful brands position themselves differently depending on the sport they are associated with. For example, a rugby player may position themselves as being sophisticated, sharply dressed and gentlemanlike whereas a basketball player may want to brand themselves as being very hip and street (fashionably current and cool) in order to appeal to that sports-specific audience. Furthermore, even athletes within the same sport position themselves differently which is how they variously attract endorsements from rival brands such as sport clothing companies like Nike, Adidas or Under Armour.
Stephen Curry, in my view has developed into a very reputable and valuable brand over recent years, building up a successful brand portfolio thanks partly due to success on the court. His achievements over a recent period have helped to establish him as one of the best players in the league, thus attracting attention from global brands. The reason why I think he has become a reputable brand is because he has managed to distinguish himself from other big name Basketball player brands such as Lebron James and Kobe Bryant. Unlike James and Bryant who are both seen as very “in trend” in terms of fashion and slightly edgy, Curry’s appeal is in demonstrating a positive lifestyle that is at the heart of a number of charity campaigns
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