Unwrapped: The Blueprint for Longevity in Sports & Branding

From standing in your power to building a brand that outlasts the game - this week is all about strategy, resilience, and smart moves.

Mar 08, 2025

It’s International Women’s Day, and as a founder navigating the world of sports - a space where women are often overlooked - I’ve had to make a conscious decision to stand in my power. This journey has taught me that self-doubt is just noise, and the only real competition is the person I was yesterday.

This week, we’re talking about the power of brand-building and the importance of playing the long game. Nika Mühl’s Under Armour deal is proof that even when you’re not on the court, staying visible and engaged with your audience keeps your value high. And LeBron’s viral moment with Stephen A. Smith is a reminder that having a platform means knowing when to respond - and when to let the noise pass.

No shortcuts. No overnight success. Just strategy, vision, and a willingness to show up for yourself. Let’s get into it.

Building a Brand Beyond the Court: Nika Mühl x Under Armour

Nika Mühl may not have logged many minutes in her WNBA rookie season, and an ACL injury sidelined her early in 2025, but none of that has stopped her from being a major draw. Her brand? Still thriving. And Under Armour took notice.

From her days as a star at UConn, Nika cultivated a devoted fanbase. She leaned into her personality, engaged with her audience, and made sure her presence was felt—even when she wasn’t on the court. During the WNBA season, she turned game-day tunnels into her personal runway, keeping fans engaged and solidifying herself as a style icon in the league. On social media, she’s a standout, connecting authentically with her audience in a way that goes beyond basketball.

Her new partnership with Under Armour will see her debuting shoes from UA and Curry Brand throughout the upcoming season. It also proves that brand-building isn’t just about performance - it’s about presence. So what can athletes learn from Nika’s playbook?

Tips for Athletes Looking to Build Their Brand:

🔥 Be Consistent – Whether it's your game-day fits, your social media presence, or your community engagement, consistency builds recognition.

📱 Engage with Your Audience – Nika’s fans feel connected to her because she gives them reasons to be. Show up, respond, and let people into your world.

💡 Create Value Beyond Your Sport – Your impact doesn’t stop when the game ends. Find ways to express yourself—through fashion, media, or causes you care about.

🎯 Stay Ready – Even if you’re not in the spotlight, keep showing up. Injuries, playing time, or setbacks don’t define your career—how you respond does.

Nika Mühl’s Under Armour deal is proof that the strongest personal brands extend beyond what happens on the court. And if you’re an athlete looking to build yours? The best time to start is now.

Recommended Reading:

Handling Criticism Like a Pro: Lessons from LeBron vs. Stephen A.

This week, a viral clip of LeBron James confronting Stephen A. Smith over comments about his son, Bronny, reignited the conversation about how athletes should respond to media criticism. LeBron - one of the most scrutinized athletes of all time - chose to address it directly, making it clear that certain narratives about his son weren’t sitting right with him.

But here’s the thing: you are not LeBron James.

LeBron has the power, platform, and media relationships to challenge journalists head-on. Most young athletes, however, don’t have that same leverage. That’s why it’s critical to understand how to handle criticism strategically, whether it comes from the media, fans, or even peers.

The Responsibility of a Platform

Whether your platform comes from your athletic skill, social media following, or both—how you manage it matters. Having a voice is powerful, but it also comes with responsibility. Every response, every reaction, every moment is an opportunity to build or damage your reputation. That’s why it’s so important to be intentional about how you engage with critics.

Journalists have a job to do, and talking heads like Stephen A. Smith understand that certain topics drive ratings, clicks, and conversation. Not every critique is personal, sometimes it’s just business. Feeding into those narratives can give them even more traction. Sometimes, the best response is no response at all.

How to Handle Criticism as an Athlete:

🧊 Stay Cool Under Pressure – Reacting emotionally in the moment can do more harm than good. Take a beat before responding to anything publicly.

🎤 Control Your Narrative – If someone says something about you that isn’t true, find the right way to correct it. That could be through an interview, a post, or letting your actions speak for themselves.

💬 Know When (and When NOT) to Engage – Not every comment deserves a response. Pick your battles wisely. If it’s constructive, acknowledge and learn from it. If it’s noise, let it go.

🔑 Leverage the Media, Don’t Fight It – Athletes who build positive relationships with the media tend to have more control over their story. Treat journalists with respect, even when you disagree.

At the end of the day, criticism is part of the game. The key is knowing how to navigate it without letting it shake your confidence or your brand.

Would love to hear from you: what do you think is the best way for athletes to handle public criticism? Let’s talk. 👇🏽

Moving Past Self-Doubt: The Only Competition is You

Imposter syndrome is a lie. Self-doubt is learned. And the only real competition? The version of you from yesterday.

As a new founder navigating the journey of entrepreneurship—especially in the male-dominated world of sports—I’ve had moments of doubt. I’ve wondered if I was in the right rooms, if my voice carried enough weight, if I was truly equipped to build something great. But what I’ve come to realize is that no amount of external validation can substitute for the decision I had to make for myself: I’m going to be successful. Period.

I’m incredibly grateful for the opportunities and support I’ve received from communities like Impact Hub and the adidas Community LAB. Spaces like these have provided resources, connections, and encouragement, and I don’t take that lightly. But at the end of the day, the most important factor in my success is my belief in myself. No one can make that decision for me. No one can put in the work for me.

On this International Women’s Day, I want to remind every woman pushing forward in male-dominated spaces: You belong. You are capable. And you don’t have to shrink to make others comfortable. Keep showing up, keep doing the work, and keep betting on yourself. Because the only competition that truly matters? It’s you vs. you.

Learn more about the work I’m doing at The Gifted Collective by visiting our website. Thank you for your support!