Sports branding must convey partnership of athlete, company, item

February 9, 2017

Putting a brand on a sports product or an athlete is big business and requires careful consideration, Associate Professor Susan Sokolowski noted recently in an article on the Adobe Creative Cloud website. “The branding should be strong and recognizable to play up the benefit of being associated with a sports star, but people also should be able to understand the relationship between the parent company and athlete sub-brand,” she said. “Look at athletes who’ve had successful partnerships. The branded items that come out of those relationships become collector’s items, and are unique historically.” Visit the Adobe Creative Cloud website for the full story.