ATHLETES CONTINUE TO LEAD ON SOCIAL ISSUES in 2019, PUTTING IMPACT AT CORE OF THEIR CAREERS
January 18, 2019
With 86% of consumers saying companies should take a stand on social issues, both athletes and brands have been emboldened to have a strong stance on potentially divisive topics. In 2018, athletes such as Serena Williams and LeBron James led the way, staking their reputations and image on social issues, while campaigns such as Nike’s already iconic advert with Colin Kaepernick netted Wieden + Kennedy Adweek’s US Agency of the Year.
Athletes are continuing to lead on social issues as this theme continues into 2019. Through speaking on societal problems, making sizable donations and creating innovative player foundations, athletes are using their platforms in more dynamic ways than ever to create long-lasting impact.
On Wednesday, our sister company thinkBeyond Talent convened leaders in the sports world at the forefront of this trend to discuss the rise of athlete activism in the UK and abroad. At the gathering in London, prominent UK athletes, including Carl Frampton, Baroness Tanni Grey-Thompson, Helen Richardson-Walsh, Jade Jones-Hall, and Molly Thompson-Smith, shared insights on the personal values that underpin their careers. The event coincided with the relaunch of thinkBeyond Talent, which will put social cause at the heart of athlete careers.
Commenting on the trend, Beyond Sport President Nick Keller said, “It is clear that many athletes are not only compelled to make a difference in the world, but also that they have a powerful voice and influence to make a positive difference.”
HOW ATHLETES ARE USING THEIR PLATFORM TO INSPIRE CHANGE
Michael Johnson – 4 time US Olympic gold medallist, 200m & 400m, Beyond Sport Ambassador & President, Michael Johnson Performance
Cause Focus: Youth leadership
For a full interview with Michael Johnson on sport and social purpose, click here.
Molly Thompson-Smith – Five Time UK National Lead Climbing Champion
Cause Focus: Diversity within climbing
"Athletes now are realising that their job is more than just their sport. They're realising that they can have a positive influence on what matters to them - that's powerful."
Molly is the UK’s shining light in Lead Climbing. A five-time National Champion at only 20 years old, she is currently ranked 7th in the world and set to compete in Tokyo as climbing enters the Olympics for the first time in 2020. Born into the diverse London community of Ladbroke Grove, she is an ambassador for the British Mountaineering Council (BMC) and passionate about using her platform to encourage greater diversity within climbing.
Carl Frampton - Two weight boxing World Champion
Cause Focus: Community cohesion in Northern Ireland, Integrated Education
"Boxing has helped me be the person I am and given me my beliefs, my discipline and respect for others."
Carl Frampton has proven himself as one of the world’s leading professional boxers. Motivated by his cross-community marriage, children and his desire to see a bright future for Northern Ireland, he is a proud patron of the Northern Ireland Council for Integrated Education. He strongly believes that children should be educated in cross community schools to ensure that prejudices aren’t ingrained into future generations.
thinkBeyond Talent: A Purpose-Driven Talent Agency
Recognizing this radical shift in the sports landscape, Beyond Sport’s sister company, thinkBeyond Talent relaunched to provide a new and distinct service to the talent management and strategy marketplace, focused on supporting athletes towards a career underpinned by social values.
Michael Johnson stated, “I have long supported global organisations doing incredible work in communities through sport, but have often wanted to make more of a personal impact in the areas I care about the most. With the help of the thinkBeyond Talent team, Michael Johnson Young Leaders was born and in just three years has exceeded even my own goals.”
The agency seeks to help athletes to build a narrative based on their values to create long-term and rewarding careers that blend good business with positive social change.
For more on athlete activism and the launch of thinkBeyond Talent, read the latest feature on Sky Sports.