BRANDWEEK: The New Way Reebok and the Atlanta Dream Are Shaping Athlete Brand Deals

The Atlanta Dream and Cash App, in partnership with the nonprofit ForgiveCo, announced the erasure of $10 million in debt for 3,500 families, highlighting that this initiative was not merely a publicity stunt but part of a broader trend in athlete-led collaborations aimed at driving cultural change and building brand equity.

At ADWEEK's Brandweek 2025, panelists described this as a new playbook for athlete-brand partnerships, emphasizing trust, shared values, and measurable community impact. The Atlanta Dream focused on local issues in Atlanta, such as a school lunch deficit and city-wide debt, with Shayne Odum, the team's director of partnerships and sales, noting how Cash App integrated traditional branding with tangible community engagement to create a cohesive experience.

The panel, featuring Odum, Reebok's Connor Thompson, and Atlanta Dream player Naz Hillmon, stressed that modern athlete deals must reflect shared purpose rather than just fame. Hillmon emphasized the importance of authentic collaborations that feel long-term, while marketers noted a shift in ROI from impressions to impact, with athletes serving as community partners and cultural amplifiers.

Reebok's approach includes early investments in athletes, such as signing high school prospect Nate Ament to a name, image, and likeness (NIL) deal, aiming to position players as role models and build notoriety through events and partnerships. Additionally, Odum cited a collaboration with Georgia Power, which involved bringing over 100 girls to Dream games for VIP experiences, as an example of aligning with the team's audience authentically by focusing on community needs rather than rigid brand strategies.

The success of these partnerships is evident, as the Atlanta Dream and Cash App initiative has already progressed to a second phase, underscoring the effectiveness of collaborations that prioritize credibility and tangible outcomes over mere visibility.