Athlete-Owned Brands: Building Legacy through Business

By Panayiotis Constantinou, Nicosia, Cyprus

Trophies tarnish. Records get broken. But a great brand? That can outlast an entire career!

In today’s game, more athletes are discovering that true legacy is not just written on the field of play—it is built in boardrooms.

Athlete-owned brands are no longer side hustles or novelty endorsements.

They are multi-million US dollar businesses, carefully constructed to reflect personal identity, purpose, and long-term vision.

The best ones do not just sell a product—they tell a story. And that story becomes part of the athlete’s enduring impact, long after their final competition.

So, let us explore how athlete-owned brands are redefining legacy—with real-world examples that prove the brand is becoming the new banner for greatness.

The Power of Authenticity: Your Brand Is Your Story

In 2016, Dwyane Wade launched Way of Wade, a basketball sneaker line under the Chinese sportswear giant Li-Ning. Whilst most NBA stars leaned towards NIKE or ADIDAS, Wade took a risk—one that paid off. Today, Way of Wade is not just a shoe, but a global fashion-forward lifestyle brand with designs worn far beyond the court.

Why it worked:

• Wade’s brand reflects his personal style—bold, expressive, and evolving.
• He was not trying to imitate Jordan or LeBron. He built something uniquely his own.
• He co-owns equity, giving him control and upside.

Lesson: A brand rooted in authenticity resonates. Your audience is not buying a logo—they are buying you, your values, and your vision.

Starting Small, Scaling Smart: Owning Every Step

Before she dominated as an entrepreneur, Serena Williams, the former world number 1 singles tennis player, launched Serena, a direct-to-consumer fashion line designed for bold women. No flashy retail chains, no celebrity investors—just her, her design team, and an e-commerce platform. The brand slowly grew from limited drops to a full-scale fashion business worn by celebrities and fans alike.

What Serena understood:

• Start with purpose, not just profit.
• Own the process—do not just lend your name.
• Scale with intention - better to grow slow and strong than fast and fragile.

Lesson: Legacy is not rushed. Build something that evolves with you, not something that burns out before you do.

Community First: Serving the People Who Made You

The late George Foreman, former heavyweight boxing champion and entrepreneur, may have been be known for his punches, but his greatest legacy might well be the George Foreman Grill. Initially laughed off, it went on to sell over 100 million units, generating hundreds of millions in royalties. But the real success was not the grill—it was George’s image: a family man promoting healthier living.

He knew his audience.

• Working-class families who trusted him.
• Everyday people who wanted simple, better food choices.
• Consumers who believed in the man behind the brand.

Lesson: Great brands do not speak to everyone. They serve the communities that raised you, supported you, and saw themselves in your journey.

From Athlete to Empire: Building for the Long Haul

Michael Jordan, the former basketball player, set the blueprint. His Jordan Brand, a division of NIKE, generates over US$5 billion annually—with Jordan reportedly earning US$150 million a year just from royalties. It is more than a shoe line. It is a cultural empire, expanding into apparel, youth sports, and even ownership of the Charlotte Hornets.

Jordan did not just lend his name—he owned a stake, shaped the design, and pushed the vision.

• He stayed involved for decades.
• He adapted the brand as culture changed.
• He turned his legacy into a movement.

Lesson: Building a brand is not a 12-month campaign—it is a 30-year mindset. Think like an owner, not a mascot.

Brand With a Purpose: Mission Over Marketing

In 2020, Colin Kaepernick, the former professional American football quarterback and civil rights activist, partnered with NIKE to launch an apparel line under his own name. The line sold out in hours—but, more importantly, it stood for something. The brand aligned with ‘Kaep’s’ mission for racial justice and social change.

Kaepernick did not just monetize controversy—he channelled it into clothing that meant something.

Lesson: Brands with purpose create deeper loyalty. When you stand for something greater than profit, your brand becomes more than a business—it becomes a movement.

Final Word: A Legacy You Can Touch

Every athlete knows their playing days are numbered. But what if their prime years could launch something greater, not just fade into nostalgia?

Athlete-owned brands are more than income streams—they are vehicles of identity, creativity, and impact. They allow you to shape your narrative, support your community, and leave something tangible behind.

Whether it is apparel, media, food, tech, or something entirely new, an athlete’s brand can outlive their contracts.

Because, at the end of the day, the highlight reels will fade—but the businesses you build?
Those keep playing!

For further information, log onto The Sports Financial Literacy Academy at: ‘www.moneysmartathelete.com’