The Evolution of Athlete Branding and Equity Deals in Sports Apparel Industry

This chapter explores the transition of athletes like Tiger Woods, Roger Federer, and Allison Felix from endorsement deals with major brands to creating their own clothing brands. It discusses the power shift between athletes and brands, emphasizing athletes' desire for equity and control. The conversation also delves into the strategic investments in women's sports by major brands like Nike and the challenges and successes in athlete endorsement deals, showcasing the complexities and opportunities in the sports apparel industry.