Athletes as Enterprises: Money, Branding and the Off-The-Field Playbook · 23:31

Athlete success today is increasingly defined beyond wins and losses. In this episode of SBJ Inside the Industry, SBJ's Abe Madkour and Irving Mejia-Hilario join NBA star CJ McCollum to explore how athletes are building brands, businesses and cultural influence through fashion, sneakers, local partnerships and personal storytelling, all while navigating the shifting economics of modern fandom. The conversation looks at where authenticity matters most, how early brand-building is changing careers, and why talent alone may no longer be enough in today’s sports economy. 🔔Sign up for our FREE newsletter, SBJ 360. Get a concise, high-level overview of the most important stories shaping the sports industry—delivered to your inbox each weekday: https://bit.ly/4eCzx8C 00:00 Introduction 01:40 Fashion as the Athlete Runway 03:18 Buzz, Boldness and Brand Risk 05:17 Sneaker Culture Goes Mainstream 06:23 Major Collaborations and Cultural Moments 07:48 Quality Over Quantity in Brand Building 08:13 Local Roots vs. Global Reach 09:01 Talent Alone Isn’t Enough 09:45 Making Money Beyond Competition 10:29 First Endorsements and Early Lessons 13:43 How Young Is Too Young for NIL? 15:25 Protecting Young Athletes 16:38 The Money Minute 17:05 NIL’s Long-Term Impact 19:23 Are Athletes Becoming Brands First? 21:11 Finding Balance Between Sport and Business 21:42 Buy, Sell, Hold 23:16 Final Takeaways

April 28, 2026