Every Athlete Is The Same (On Social Media)

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My first job out of college was selling carpet for Empire Today. You know the jingle. It was terrible. But it gave me incredible sales experience. I probably sat in 2,000 homes trying to upsell hardwood over laminate.

Empire Today gave me a script. I NEVER used it.

One of the key elements of that script was “assuming the sale.”

It took away the potential customer’s free will. You didn’t ask if they wanted to buy—you assumed they did by saying, “When would you like this installed?” Sure, sometimes it worked. But I never felt great about it.

The 2025 email outreach version of assuming the sale is: “What day are you free this week for a call?”

That’s a bold move—messaging me on a Wednesday and assuming I’m free this week for a call I never agreed to.

Whether it’s networking or landing a brand deal, chances are, they’ve heard every tactic. Don’t take away their choice to meet with you. And definitely don’t assume they have time for you on short notice.

The approach that’s worked for me? Respect their time. Your meeting isn’t a necessity for them—they need to want to meet with you. Focus on adding value, showcasing personality, and proving you won’t waste their time.

Against 99% of the world, athletes stand out - but online, most athletes present themselves exactly the same.

The athletes I’ve gotten to know are unique, passionate and are mission-driven.

Their social media content doesn’t reflect any of that.

Athletes lack brand positioning. They fail to position themselves when up against other athletes. Social media isn’t necessarily a competition, but they are competing for attention.

There they are on the court, the field, in the weight room, etc. Every post is just them as an athlete.

If we want to change the narrative that all athletes are the same (and create social feeds that aren’t just game day photos and tunnel fits) we need to go deeper.

Developing the Athlete Brand Funnel

Here’s how we think about brand positioning for our athletes.

The entry point is what anyone who doesn’t personally know you would describe you. It’s for fans of your university, casual fans of the sport, and brands who want to know what type of creator you are. It’s the bare minimum.

The goal is to get fans and potential brand partners to think of you as not just the basketball player, but as the basketball player that loves cooking and cares about mental health.

Juju Smith Schuster is a good example. He’s not just a sick wide receiver. He’s a gamer, and a bit of a weirdo.

If I’m a brand or I’m a local restaurant deciding which of the local university’s 200+ athletes to work with, I’m gonna go with the one who doesn’t just say they’re more than an athlete. I’m going with the one who actually shows it.

We can break down the formula into this: Find What Makes You Different + Show It + Be Intentional

Here are a few athletes we’ve found that do it well and how they (or you) could take it to another level.

Sarah Stair

Pole Vaulter >> Pole vaulter that wears a ton of camo and loves hunting and fishing

It’s been incredible seeing female athletes dominate NIL by getting deals for makeup, hair and fitness clothes. Sarah opens up a whole new category by simply sharing what she likes to do on the weekends. No crazy captions, no complicated skits. Just pictures of her on her hunting and fishing trips (perfect for her audience in Oklahoma) that opens her up to a ton of potential brand deals with outdoor-focused companies like Bass Pro Shops and Micro Lite.

Some people may be sensitive about her hunting, posting pictures with her kills. But that’s the point. You don’t want to be for everyone.

How to take it to another level: Be unapologetic about your passion, even at risk of offending some people. Use mass intimacy to speak about why hunting/fishing is so important to you and build your tribe of others who feel the same.

Patrick Oatman

Track athlete >> Track athlete who specializes in college friendly healthy cooking

Patrick is a UConn track athlete who is part comedian, part chef. He shows some of the non-glamorous ways that college athletes prepare their food while clearly not taking himself too seriously. Again, nothing crazy. Just posting whatever he’s cooking or at home or in the dorm.

Perfect for potential brand deals with meal prep and food delivery services targeting students like BlueApron or HelloFresh

How to take it to another level: Patrick is still a bit of a generalist on TikTok. If he really dialed into the cooking portion and showed more about the kitchen tools he uses, there could be even more opportunities with cookware companies like OurPlace.

Rainelle Jones

Volleyball player >> Volleyball player who is an activist for indigenous people

Rainelle is a professional volleyball player who is very intentional about using her platform to raise awareness for social causes. Some athletes are hesitant to commit so strongly to a polarizing message (the deeper connection), thinking they’ll scare brands away. But that’s the wrong perspective.

Because while Rainelle might not be a fit for a brand who wants something “safer,” she becomes the only choice for others. Brands like GoFundMe or BonFire would be great partners.

How to take it to another level: Rainelle is well-positioned to start her own non-profit that could amplify her voice even further.

AJ Griffin

First Round Pick >>> Full Time Ministry 

“I truly get to serve God with my full yes.” At just 22, AJ Griffin made the bold decision to step away from basketball to pursue ministry.

This move commands respect by creating a mass intimacy bubble. It actively fosters a deep connection with his audience. By leveraging his platform, he could share the Word in a powerful way, partnering with brands like the Bible App and Chick-fil-A to amplify his message.

How to take it to another level: Launching his own online ministry and partnering with Come Near, the nonprofit behind the He Gets Us campaign. His unique position could open up a niche community for online church streams.