$134.2M. That’s the combined net worth of two athletes whose aggregate age is 48. Anthony Edwards and Justin Jefferson are two of the top-five highest-paid athletes under 25, per a recent Forbes report.
Both of them are part of Minnesota-based teams–the Vikings are No. 18th in the NFL’s most-valued teams, Timberwolves are 29th among 30 NBA Teams. How did these two players, despite not being part of a big franchise, become the highest-paid young athletes? The answer is deceptively simple: personal branding.
Franchises are now built around ‘marketable’ stars
Only last February, Justin Jefferson hosted a community event at Destrehan High School, his alma mater, to inspire the next generation of athletes. This type of initiative is what separates some athletes from others. Regardless of which team Jefferson plays in the next few years, he has an army of followers and a community that will rally behind him.
A community that will trust the brand he endorses. Fans whose purchase decision will be influenced by the shoe he wears or the apparel he dons. It’s the trust that these fans have in Jefferson or Edwards that drives the popularity of their brands. Not the number of three-pointers Edwards scored or the number of catches that Jefferson received.
It’s also why Prada found an unlikely partner in Anthony Edwards. When was the last time you saw a luxury brand that’s more familiar with the Red Carpet than the Basketball court sign a 23-year-old slam-dunking kid? Yet, it did happen. Primarily for three reasons:
Edwards has a dynamic personality, and he remains in his authentic self in and outside the court.
His Southern heritage, charm, and swagger are undeniable, and that shines through on his Instagram post or just a tunnel walk-in.
Edwards has already appeared in Adam Sandler’s 2022 movie, ‘Hustle’, and Netflix’s reality series ‘Starting 5’.
Apr 9, 2024; Minneapolis, Minnesota, USA; Minnesota Timberwolves guard Anthony Edwards (5) looks for a pass with head coach Chris Finch watching in the third quarter against the Washington Wizards at Target Center. Mandatory Credit: Matt Blewett-USA TODAY Sports
Anthony Edwards is a famous face and an authentic one that brands value the most. There is another factor that can’t be denied as well. The social media and how craftily these two youngsters have built and are maintaining in the volatile era of social media.
Power of personal branding in the age of social media
Jefferson and Edwards have over a combined 6.1M followers on Instagram. Both athletes have taken meticulous care to craft their image. Back in 2023, Athlete Studio teamed up with Justin Jefferson to revamp his brand. Here is what they did:
They reworked the logo to give a sleeker and modern look to reflect his personality.
They optimized Jefferson’s website to showcase news, brand collabs, and exclusive deals easily.
A bunch of digital collectibles were added to Jefferson’s website that fans could own.
For Edwards, there has been no such public revamping of brand image. But then, his agent dubs him a ‘walking Emmy’ because of his natural charisma, magnifying personality, and prudent marketing acumen. Edwards is ruthless inside the court, but playful on social media. An absolute beast to his opponents, but an affable gentleman in the pressrooms.
Edwards commands attention. He draws the eyeball. The social media post tagging Prada hinted at a new deal. And soon enough, the news of a partnership came about. The luxury brand understood Edwards’ appeal among the young generation.
Jefferson and Edwards are very conscious about their brand image. They want to leverage their personal brand to rake in money outside the court as well. In their favor, they have many precedents to follow. From Jordan to Brady, sports icons have shown that post-retirement, broadcasting is only one of the few options for a second career. If you have a strong brand image, multiple doors can open up.
For Timberwolves and Vikings, that means an opportunity to build an ecosystem surrounding their biggest stars. The State of Thousand Lakes has already taken the right steps in building a vibrant milieu for athletes. It’s evident by the rise of up-and-coming stars like Paige Bueckers, Drew Gilbert, Chet Holmgren, and more.
And on the WNBA front, the Lynx are the hottest team. The talent in the roster is undeniable. They might not be the most valuable franchise, but certainly, the roster of Napheesa Collier, Kayla McBride, and Alanna Smith shows huge potential.
So, Minnesota, the city of Thousand Lakes, might just be known to the world for completely different reasons in the near future. For its sports legacy. It’s vibrant fan culture. And most importantly, for being the launching pad of legendary careers.
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