Capitalize on the Moment
How YOU can leverage cultural conversations & events to help build your brand.
What’s up, and welcome back to UNWRAPPED. I’m excited to dive in this week to discuss ways that YOU, as an athlete or creative, can leverage cultural moments to help build your brand. Please trust me when I say, however, that there is a right way to do this, and a wrong way. You don’t want to be in the category of the latter. Let’s dive in.
You Are The Media, Baby.
We’re living in a time when the barrier to entry in the media world is lower than ever. I mean, you’re reading my newsletter—that’s proof enough. But the real shift? Athletes are no longer just the story—they’re becoming the ones telling it.
And that changes everything.
If sharing your perspective doesn’t disrupt your training or creative workflow, owning your narrative through your own media platform can be one of the most powerful decisions you make. Whether it's a podcast, YouTube series, newsletter, Twitch stream, or simply being intentional on social, you control the lens through which the world sees you.
Just look at the blueprint:
LeBron James has The Shop and Mind The Game.
Paul George and Draymond Green have built followings with their no-filter podcasts.
Shedeur Sanders frequently vlogs for his YouTube channel
Lexie Brown, Cameron Brink, Angel Reese, and others are using media to deepen fan connection and define their brands beyond the game.
And now, WNBA players Courtney Williams and Natisha Hiedeman—aka the StudBudz—are taking it a step further. During WNBA All-Star weekend, they’re giving fans unprecedented, behind-the-scenes access via a 72-hour Twitch stream. That’s a masterclass in how to create a moment and own it.
The takeaway? You don’t have to wait for media to come to you. You are the media.
3 Ways Athletes and Creatives Can Take Control of Their Story:
Start with what you have.
Whether it’s your phone camera or a podcast mic, consistency beats perfection. Use the tools at your disposal to share insights, routines, values, or behind-the-scenes moments in your own voice.Treat major moments as leverage points.
Big weekends, viral clips, major milestones—these are brand growth accelerators. Be intentional in how you show up, what you share, and how you invite your audience in (just like the StudBudz are doing at WNBA All-Star).Align your content with your identity.
Your personality, passions, and purpose should be reflected in what you create. Fans follow people, not just players. The more authentic your voice, the stronger your brand becomes.
So, how do you insert that voice into culture-shaping conversations without risking your brand?
That’s what we’re diving into next.
Read More:
UConn's Azzi Fudd partners with Steph Curry production for new podcast
Sinclair’s AMP Media Announces Post Moves, New Podcast from WNBA Stars Candace Parker and Aliyah Boston
Add Your Voice Without Crashing Out
It goes without saying: when you're building a brand, what you say and how you show up online matters. But there’s a fine line between being thoughtful and being so curated that you become unrecognizable, or worse, unrelatable.
In today’s digital landscape, authenticity is your superpower.
At the end of the day, people are drawn to people. They want to connect with your why, not just your wins. If you’re an athlete hoping to be recruited, coaches (and potential brand partners) want to know who you are off the court just as much as they do on it. If you're a creative seeking new collaborators or clients, remember: people do business with people, not just services.
That doesn’t mean sharing every detail of your life. But it does mean letting your personality shine through. Because in 2025, community is currency, and you build that by sharing your voice and participating in the world around you.
One of the best ways to do this is by joining cultural conversations. These are the memes, viral moments, trending shows, and news stories that bring people together online. Take Love Island USA Season 7, for example—if you've been on social media recently, you’ve probably seen the chatter. The season has wrapped, but the memes and discussions live on.
Auburn Football capitalized on this moment brilliantly by sharing a clip of two cast members, Nic and Olandria (#NICOLANDRIA), in which Olandria expresses her love for Auburn.
Tiktok failed to load.Enable 3rd party cookies or use another browser
That single clip connected the football program to a wider, more culturally engaged audience, without being forced or off-brand. That’s smart marketing.
But here’s the thing: joining conversations is about timing, tone, and fit. Just because something is trending doesn’t mean it’s for you. You have to ask yourself:
Does this align with my brand?
Do I have a perspective worth sharing?
Will this help my audience see me more clearly?
A standout example this week: Shedeur Sanders is already showing us what it looks like to lead with intention. As he begins his NFL journey in Cleveland, he wasted no time embedding himself in the community. After learning about a devastating apartment fire that displaced more than 40 families, Shedeur organized a community festival to uplift and support those affected. He didn’t just write a check; he showed up, throwing passes to local kids and connecting with residents face-to-face. He documented the experience on his social channels, not for applause, but to show what authentic leadership looks like. While critics have painted him as arrogant or entitled, this moment reveals something deeper: Shedeur is grounded, generous, and committed to being a man of the people. Sometimes the most powerful way to shift a narrative is not with a statement, but with action. (images via @shedeursanders on threads)
Remember, while participating in culture can elevate your brand, doing it wrong can hurt your credibility.
Best Practices:
If you're an athlete or creative trying to engage in cultural conversations, keep these in mind:
✅ DO:
Be timely – Join the conversation while it's still relevant.
Be authentic – Share your real take, not just what you think will go viral.
Be creative – Add your own spin. Remix moments to reflect your world and voice.
Be value-driven – Educate, entertain, or inspire your audience with your post.
❌ DON’T:
Don’t force it – If it doesn’t align with your values or vibe, sit it out.
Don’t crash out (or in general, be reckless with your platform) – Avoid hot takes just for engagement. Think long-term.
Don’t forget your audience – Make sure your content speaks to them, not just to trends.
Don’t over-post – Too much noise can dilute your message and weaken your brand.
Final Thoughts: From Attention to Alignment
Whether you're an athlete stepping into your voice, a creative finding your rhythm, or a brand trying to break through the noise, remember this: visibility is a spark. But consistency, authenticity, and alignment are what keep the flame burning.
In a world that rewards constant output, don’t forget that sustainable growth comes from strategic choices. Be intentional. Be thoughtful. Be yourself, but be smart about it.
When you show up as the most aligned version of you, everything changes:
The right opportunities find you.
The right community surrounds you.
The right stories get told.
Because the goal isn’t just to be seen.
The goal is to be understood—and unforgettable.
Thanks for unwrapping another week with me.
Until next time,
Andrea 💫