What makes a campaign spokesperson feel authentic?

An authentic campaign spokesperson has a visible, credible connection to the brand's values, product or purpose. Their public behaviour, interests and existing work should support the message without requiring the audience to suspend disbelief. A partnership feels stronger when the spokesperson appears to live the values they represent, rather than simply renting out their profile.

Should we choose a famous athlete or celebrity for a campaign?

Choose a famous athlete or celebrity only when their reputation and personal brand strengthen the campaign idea. Fame can create attention, but it does not guarantee trust or relevance. A less obvious spokesperson with a stronger connection to the audience and message can make the brand feel more credible.

What should we check before signing an athlete spokesperson?

Check the athlete's existing endorsement, apparel and sponsorship commitments before signing a campaign agreement. Team, event and personal sponsorship arrangements can shape what an athlete can wear or promote. The campaign should also align with the athlete's public character, so the partnership feels coherent rather than commercially crowded.

How do we choose a spokesperson for this campaign?

The right spokesperson makes the brand feel more believable

A strong campaign spokesperson brings a believable human connection to the brand, rather than simply lending a famous name. In sports sponsorship and athlete endorsement, the best fit starts with a clear overlap between what the person stands for and what the brand wants to be known for. Their interests, lifestyle, expertise and public reputation should make the association feel natural to the audience.

That connection matters because audiences can spot a forced partnership. Social media makes the commercial strings more visible, and a spokesperson who appears to promote anything for a fee can weaken the message. Look for someone who already lives, uses or advocates for ideas close to the campaign. The aim is not perfect control. It is a credible relationship that gives the campaign a human voice and makes the brand association easier to trust.

Sources: A brand worth living: hoping for new wave of celebrity brand ambassadors

Fame is useful, but fit and conduct carry the campaign

Campaign spokesperson selection should test fit and conduct before audience reach. A large following or sporting profile may create visibility, but it cannot fix a weak connection between the person, the product and the campaign idea. Review how the spokesperson behaves on and off the field, what their personal brand already represents and whether their existing endorsements create mixed signals.

A clear fit also protects the work from feeling tired, sterile or transactional. The strongest ambassadors do more than appear in an advert: their character and values give the story weight. For athlete endorsements, check existing apparel rights, personal sponsor commitments and team or event obligations before finalising creative plans. Conflicting commercial arrangements can limit what an athlete can wear, say or promote. A simple choice early on saves the campaign from an awkward compromise later.

Sources: Bolt versus Gatlin: the classic tale of hero versus villain, A brand worth living: hoping for new wave of celebrity brand ambassadors

We choose credible character over borrowed fame

We believe a spokesperson should add meaning, not just recognition. The best campaign partnerships begin with a real connection between a person's values, behaviour and the brand's purpose, because audiences are quick to notice when the fit is flimsy. We look for the human truth behind the public profile: what the person genuinely cares about, how they show up and whether their story can carry the campaign with honesty. Our own writing on brand ambassadors has championed Kelly Slater's value-led approach, where environmental responsibility, surfing and clean living were woven into the brands he built. That is the standard we favour: a partnership that feels lived, not pasted on.