Angel Reese and Paige Bueckers aren’t just changing the game on the court—they’re rewriting the playbook for athlete branding and marketing. Reese recently secured a deal with Reebok where she has her own signature shoe ready set ready to be launched in 2026. She also collaborated with McDonald’s for an Angel Reese Special meal, making her the first female athlete to get a national meal endorsement by the company. Her partnership further extends to brands like Goldman Sachs, Beats by Dre, Tampax, Airbnb, Amazon, PlayStation and more.

On the other hand, Bueckers trademarked her nickname “Paige Buckets” in 2021, showcasing her sharp acumen in personal branding. Furthermore, she designed her own player edition sneaker with Nike. The Nike G.T. Hustle 3 is the first Nike Player Edition shoe celebrating an NIL athlete. She further has partnerships with brands like Topps, Dunkin’, UConn NIL Store, Leaf Trading Cards, and more. These two stars are prime examples of how to build a personal brand that resonates with your story.

In the first episode of our EssentiallySports–Think Tank Season 2 podcast, our host, Trey Holder, and Jack Adler, the founder of Out2Win sparked a conversation about how marketable the duo is. Emery Barnes, Marketing, Brand & Creative at DoorDash emphasized how crucial it is for athletes to have a brand identity. Barnes recalled a conversation with one of his clients. “In today’s world, you’ve got to have a brand, whether you’re an athlete or an entertainer,” quipped Barnes based on his conversation with the client. Gone are the days when you would be selected based on your performance. Barnes summarised that it’s no longer just about performance; it’s about fan engagement.

Beyond Endorsements: How Angel Reese and Paige Bueckers are Redefining Athlete Branding

Barnes believes that the introduction of NIL (Name, Image, Likeness) deals, has completely changed the game. College athletes can now earn money from endorsements and sponsorship, something which was prohibited. However, Barnes believes that despite this brilliant opportunity, most of the advertisements and campaigns are just bland and generic. This is an area where Angel Reese and Paige Bueckers have stood out from the crowd. “I don’t need you to follow the script precisely. Talk about all our key messaging points, but do it in a way that’s authentic to you and your audience,” Barnes advised.

DoorDash’s marketing team used Anthony Edwards as an example of how his larger-than-life personality fueled his rise. Surely, “he talks s**t but he backs it up,” Barnes quipped. He has amassed unfathomable success by being himself. His $50 million partnership with Adidas and the Sprite deal are testament to that.

Emery Barnes believes that Angel Reese and Paige Bueckers are doing something similar. Basketball Hall of Famer Shaquille O’Neal, Reebok’s president, kicked off his athlete roster by signing Reese in 2023. Together with Reebok, Bayou Barbie wants to inspire people to “express themselves unapologetically and look good while doing it.” Bueckers’ personal shoe by Nike features a personal message from her father and pays tribute to both of her homes.

The female duo is not only selling products but is turning their personal stories into something bigger. They are sharing part of their lives, making the fans feel involved in their personal journey. While women’s sport is on an upward trajectory, it still lags behind in terms of marketing opportunities. Campaigns like these showcase what needs to be done to bridge that gap.

DoorDash’s creative believes that the narrative around athletes has changed. It’s not just about performance anymore, “it’s important to market yourself as an athlete and just think about what is the story you are gonna tell,” claimed Barnes. And it looks like Reese and Bueckers are at the forefront of this revolution. They are not only making themselves bigger but are showcasing how personal branding can foster meaningful connections. This reflects the ThinkTank initiative of creating a brand that will influence the future of sports content by cultivating connections between athletes, fans, and brands.

Think Tank is a premium initiative of EssentiallySports that brings together the brightest minds to discuss strategy, leadership, change, and opportunities in the world of sports content business. We strive to deliver thought leadership that sparks change and unlocks new opportunities. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.

Also Read: Employee Engagement Redefined: DoorDash’s Grassroot Strategy For Optimal Customer Satisfaction