In a world of AI and ‘Fake News’, we face a cultural paradox; we are thirsting for authenticity, meaning and truth whilst happily feeding on the junk food and salt water of a culture which has exchanged significance for status, substance for spin, meaning for money. The prevalence of social media has exacerbated this cultural echo chamber.

Global commercial brands increasingly realise that the way to get our attention and demonstrate ROI is by cutting through this deadening noise and aligning themselves with athletes whose life stories powerfully illuminate significance, substance and meaning. These are often redemptive stories.

Notably, over the last few years, Nike and Adidas have poured money into shoe deals for stars with stories embodying such values.

In a series of pen portraits, we will look at some of these sports stars and how brands have sought to tell and capture their story in the products they sell.