When Sheryl Swoopes began her WNBA career, the NBA and WNBA marketed her as a crossover star along with Lisa Leslie and Rebecca Lobo. Many compared her to Michael Jordan with her flamboyant style, good looks and great smile. It was an opportunity that Nike, Madison Avenue and the WNBA took full advantage. She was marketed as a working “normal” woman–wife, mother, and a great basketball player.
However, when Sheryl Swoopes decided to come out publicly after her divorce, her brand took a big hit despite being a three time MVP and a superstar. The WNBA could no longer brand her as it had before.as a heterosexual mom. And Madison Avenue started moving away from Swoopes as well. Further, the gay community also took offense with Swoopes as she told the world she was not born gay, but she fell in love with another person who happened to be a woman.
Swoopes was a pioneer in being authentic about her life, but she did her brand. As athletes are opening up about their public lives, athletes should respect Swoopes for her authenticity and learn lessons from the path she blazed for them. Swoopes did not inform the WNBA before exposing her public life, and therefore, some advertisers decided to use other players instead of this once great superstar. While an athlete has the final say over his or her life and brand, s/he needs to be aware of how their choices in life can affect their brand now and down the road.
Source: NewsLosAngeles