Flip the Narrative
How Moments of Criticism & Curiosity Can Build Brand Power
We’re back with a fresh edition of Unwrapped, and this week, we’re zooming out a bit. While my heart will always beat for sports, branding is the thread that connects the athletes, creatives, and culture-shifters I love to highlight. So, as we continue this journey, expect the stories to expand—because powerful branding lessons don’t just come from the court or the field. They’re all around us.
This week, we’re talking about the power of reclaiming your narrative—and how to turn a viral moment, whether rooted in criticism or curiosity, into long-term brand equity.
🔁 Angel Reese: From Trolls to Trademarks
We’ve seen it before. An athlete gets criticized for being too confident, too flashy, too “extra.” But what we’re witnessing from Angel Reese is something different. After facing online backlash for a dominant on-court performance and her now-iconic rebounding, some took to calling her “MeBounds” in a negative way. Instead of shrinking under the scrutiny, she filed for a trademark.
Now? MeBounds is a whole brand.
Angel dropped a merch line and a video campaign that not only reclaims the nickname but transforms it into a statement. It’s a masterclass in flipping the script. This is how you take a moment designed to diminish you and turn it into leverage.
Even more powerful? A portion of the proceeds from the MeBounds merch line will go to the Angel Reese Foundation to help combat cyberbullying. This isn’t just branding—it’s impact. Turning negativity into a cause that supports others is the ultimate boss move.
But let’s go even deeper: Angel’s move is a reminder that not every viral moment needs to be ignored or explained away. Sometimes, leaning into the conversation and shaping it on your terms is the best play you can make. In an era where athletes are building empires beyond the game, this is exactly how you use strategy, storytelling, and savvy execution to move the needle.
Here’s the takeaway: If you're building a brand — whether you’re an athlete, creative, or executive — don’t just weather the moments of critique. Use them. Turn public perception into product. Let the moment be a bridge to your mission.
This approach isn’t about ego, it’s about strategy. And Angel is proving that even the loudest noise can be redirected to amplify your vision.
🌍 From Truck to Travel Star?: Jalen Brown’s Brand Pivot Potential
Let’s pivot from the court to the villa. If you’ve been on social media recently, you’ve likely seen Jalen Brown, a Love Island USA contestant who was recently voted off the show. While his time in the villa was short, what’s happened since has been nothing less than explosive.
Within 48 hours of launching his TikTok account, Jalen has gained nearly a million followers. But the real kicker? Brands are already in his comments offering collaborations, travel deals, and product trials. Why? Because people resonate with real stories.
Jalen, a truck driver who got his passport just for this experience, showed up authentically and charismatically on national TV. And now? He could step into a new lane as a lifestyle and travel content creator if he decides to capitalize on the attention he’s receiving.
This is a real-time case study in potential. And with potential comes a lesson: Just because you go viral doesn’t mean you’ve made it. The magic is in what you do next.
Here’s what to learn from this:
You don’t need a massive platform to get started—just a moment and a message.
Authenticity still wins.
When opportunity knocks, be ready—even if you don’t know the whole plan yet.
Viral moments are only valuable if you have a strategy to sustain the attention.
For creatives, athletes, and professionals: Stay open to what your brand could become. A moment can become a movement if you’re willing to pivot with purpose.
Final Thoughts
This week’s stories remind us that branding is about momentum. It’s not just what happens to you, it’s how you respond, how you reshape the narrative, and how you stay aligned with your values while building new lanes.
Moments don’t define us. But what we do with them? That’s where legacy begins.
Until next time,
Andrea