The sports industry is a global business; every year, billions of dollars are spent on sporting events, sports teams, sports-related equipment, and apparel. Brand partnerships have long played a crucial role in shaping athletes' legacies, expanding their reach to worldwide audiences. Take Michael Jordan and his enduring relationship with Nike. What started as a way to create product and buzz for MJ during his rookie season has now flourished into an established multi-billion dollar brand known as Air Jordan.
Just as Michael Jordan's collaboration with Nike led to the iconic brand of shoes, Patrick Mahomes' partnerships with leading companies are shaping his own brand legacy and solidifying his status as a cultural icon.
Born to be a superstar athlete
Patrick Mahomes II, the starting quarterback for the Kansas City Chiefs, has had an outstanding career marked by extraordinary talent and achievements. Growing up, sports was a fixture in his life, having a father who was a professional baseball pitcher in the MLB. Mahomes later attended Texas Tech University, where he excelled as a quarterback, showcasing his arm strength, athleticism, and playmaking ability.
He entered the NFL Draft in 2017 and was selected by the Kansas City Chiefs as the 10th overall pick, quickly making an impact in the league. During his second season, Mahomes earned the NFL MVP award while leading the Chiefs to the AFC Championship Game. Then in 2019, Mahomes guided his team to victory in Super Bowl LIV, once again garnering an MVP honor in the process. This year's events further propelled him to legendary status, with him winning another Super Bowl and being selected for MVP for the third time.
A lesson in marketability
Mahomes' superb athleticism has made him one of the most popular and marketable figures in the NFL, solidifying his status as the face of the league. His meteoric rise to stardom, coupled with his charismatic personality and unparalleled talent on the field, has made him a sought-after celebrity for brands and advertisers alike.
Throughout his career, Mahomes has cultivated an impressive portfolio of brand partnerships, aligning himself with renowned companies spanning various industries, from Head & Shoulders to State Farm Insurance and Subway. According to industry reports, Mahomes was the most-seen athlete or coach in national linear TV ads during the 2023 NFL season, appearing in a total of 575 national linear TV ads, pushing him into the mainstream spotlight.
The brands that carry his legacy
Among Mahomes's most lucrative partnerships is with performance eyewear brand Oakley. Oakley sunglasses are renowned for their bold and innovative designs, with frames like the round HSTN model being favored by megastar athletes. Initially, Mahomes was featured as the face of the brand, leading various in-store, video, and billboard campaigns. Later on, in 2021, the company announced the launch of the Patrick Mahomes II Signature Series, a collection of sunglasses featuring a red color scheme for the Chiefs and unique "II" lens etchings. The addition of Oakley's Prizm lens technology, which is available in other Oakley sunglasses, enhances color and contrast to see more detail.
A few months after Mahomes's collection with Oakley was released, he launched a signature Adidas training shoecalled the Mahomes 1 Impact FLX, a sock-like training shoe in various colorways with cushy midsoles ideal for athletes. Mahomes joined the Adidas family in 2017, the same year he was drafted by the Chiefs. His relationship with the brand remains strong, resulting in a second installment of his signature line. According to some reports, the first colorway of the Adidas Mahomes 2 sneakers sold out within minutes after launch on February 20, 2024.
As Mahomes continues to redefine what it means to be a modern sports icon, his strategic collaboration with top brands has elevated his personal brand, leaving a lasting imprint on pop culture.
Author Bio
Aidan Warner is a passionate sports enthusiast and dedicated writer with a particular love for football. When he's not cheering on his beloved Kansas City Chiefs, you can find him capturing the excitement of the game through his engaging articles and compelling storytelling.