Unmarketing for Athletes Seeking Sponsorship
In today’s highly commercialized sports industry, athletes are often associated with major brand sponsorships, wearing logos representing lucrative deals. However, a new trend is emerging where athletes choose clothing without brands—not as a fashion statement or declaration of independence, but as a strategic move to signal they are open and actively seeking sponsorship opportunities. Bandit, a running apparel brand, is at the forefront of this unmarketing trend. They help athletes position themselves in the marketplace by offering unsponsored clothing designed to attract potential sponsors.
The Concept of Unsponsored/Unbranded Clothing
Traditionally, athletes have worn gear from brands they are not contracted with just because it’s part of their personal wardrobe or, more often, part of the kit assigned to them by high school or college teams. This essentially gives big names free advertising when they aren’t paying anything directly to athletes. Additionally, when an athlete wears a brand that is a personal choice, it can signal to other brands that the athlete is possibly spoken for, limiting their ability to engage with other brands. Emerging athletes can make an extra $5-10k based on placement at championships, increasing from there, reaching $100k+.
When not tied to a specific brand, athletes can appeal to a broader range of potential sponsors and maximize their visibility. Unbranded clothing allows them to remain neutral, making them more attractive to brands looking for fresh talent to represent their products or services.
While the primary goal of wearing unsponsored clothing is to attract sponsorship, it also allows athletes to build a personal brand that is attractive to sponsors. Their own personality and individuality are allowed to shine through. When they do choose to collaborate with a sponsor, they can consider multiple offers and choose the one that best aligns with their goals, values, persona, and career trajectory.
More Than a Marketing Gimmick
Bandit’s approach to unsponsored clothing is all about positioning. By providing athletes with high-quality, neutral apparel, Bandit helps them send a clear message and open invitation: “I’m ready for the right sponsorship opportunity.”
Bandit does sponsor athletes, but they cannot know or sponsor all emerging athletes. The concept of developing unbranded apparel for those who want to attract the attention of sponsors is a brilliant symbiotic relationship for athletes. It’s a way to get on the radar of potential sponsors and show that they are ready and eager for the right partnership. It is also a natural method for Bandit to get earned media and sell apparel.
In fact, according to an Inc.com article, “sports marketing expert Jordan Rogers posted a video talking about the Unsponsored Project on Instagram that got more than 3.3 million views and over 315,000 views on TikTok. Bandit gained approximately 12,000 new followers in a week as a result.” (Inc.com, How an Underdog Brand Made It to the Olympics, July 25, 2024)
This unmarketing approach can also offer the potential to negotiate better terms with prospective sponsors, indicating they are open for business.
Athletes Who Unleashed the Power of “Un” with Unmarketing
Several athletes have successfully used unsponsored clothing as a strategic tool to attract sponsorship deals, demonstrating the effectiveness of this approach. In 2023, the Unsponsored Project officially launched at the U.S. Outdoors event where nine athletes wore unbranded exercise clothing kits from Bandit. After the event, one of those unsponsored athletes secured full-time sponsorship with a major footwear brand.
Bandit’s support for unsponsored athletes continues to grow. This year, they supplied 35 athletes with kits at the U.S. Track & Field trials. Trevor Bassitt, an American track and field athlete, is a recent success story for Bandit. Trevor stood in solidarity with the 34 other athletes who donned black, unbranded apparel at the event this June. Then Trevor achieved a third-place finish in the 400-meter hurdles and qualified for the Paris Olympics. A full-time sponsorship is highly likely to come Trevor’s way soon.
Courtney Okolo is a 400-meter runner who won a gold medal in the 2016 Rio Olympics. Previously sponsored by Nike, now Courtney embraces Bandit’s Unsponsored Project and has voiced that she appreciates the community and support she receives from Bandit. She understands new athletes and Olympic hopefuls’ financial strain and decided to join the unsponsored movement.
Emerging basketball player Issac Okoro chose to wear Bandit’s unsponsored clothing during games and media appearances instead of signing with a minor brand early on. This clear signal of availability caught the attention of several major brands, leading to a competitive bidding process for their sponsorship. Often, athletes who demonstrate they are unsponsored receive better deals and more advantageous contract terms than they might have received otherwise.
The use of unsponsored clothing as a strategy has also garnered media attention. Sports journalists often highlight these athletes as smart marketers. This media coverage further amplifies their visibility, making them even more attractive to potential sponsors.
A Bigger Future in Unbranded Clothing and Gear
As the competitive sports industry continues to evolve, unmarketing with athletes as a strategic tool for attracting sponsorships is likely to grow. The rising trend of unsponsored clothing could lead to a shift in how athletes approach sponsorships. Rather than signing with the first brand that shows interest, athletes may choose to remain unsponsored until they secure a deal that truly aligns with their personal and professional goals.
While going unsponsored can be a powerful strategy, it also comes with challenges. Athletes must navigate the uncertainty of not having an immediate sponsor, and the timing of events and obtaining sponsorship at the right time is likely challenging to navigate. However, the potential rewards—such as better deals and more aligned partnerships—can outweigh the risks.
The Long-Term Vision for Unmarketing in Sports
Unsponsored clothing allows athletes to announce their availability for sponsorship uniquely and strategically. It’s not about rejecting brand partnerships but attracting the right ones. As more athletes adopt this approach, unsponsored clothing is poised to become a key tool in the sports marketing arsenal. In a highly competitive environment, standing out is crucial. Whether you’re an athlete looking to attract sponsorship or a brand seeking fresh talent, the power of unsponsored clothing is clear—it’s the ultimate signal that you’re ready to take the next big step.