In a world where reality is increasingly blurred by special effects and scripted entertainment, sports offer a genuine connection to something real and authentic. Humans vs. humans, live and unscripted, creating a shared experience that fuels our passion and fandom. We are now privy to the athletes' journeys, witnessing their hopes, struggles, and the pressure they face. This intimacy fosters a deeper connection with them, making them powerful ambassadors for brands. This surge in connection has also led to a growing interest in women's sports, with women athletes becoming ideal brand representatives. Brands are recognizing the importance of supporting these athletes' journeys, rather than just utilizing their fame. This genuine investment in their stories creates a deeper belief in the athlete-brand connection, creating lasting impact.

I have been lucky enough to work on bug brands like Adidas and Asics, and have been instrumental in fostering a partnership between Toyota and the Olympic and Paralympic Games. Most recently we have turned the focus to the NFL. Americas number 1 sports industry. 

Olympics/Paralympics - See like Menna