Athletes train for pressure, but not the kind that comes from a boom mic and a script. Yet more and more, they’re expected to deliver brand stories with the same confidence they demonstrate playing a sport they’ve dedicated their lives to. There’s a knowledge disparity within that paradigm — and that’s not a dig on athletes. If anything, brands and marketers must become experts in collaborating with real athletes to create genuine and engaging content.

To be true partners to both athletes and brands alike, advertisers must be able to bring out the true voices and personalities of these athletes. This means creating a place where they can perform their best while also being flexible enough to capture those magical moments between setups. In my years of working on sets, I’ve learned that successful collaborations with athletes require a specific kind of preparation. While I don’t direct talent myself, I take pride in helping directors approach athlete-led shoots with the right mindset. It’s about understanding the unique rhythm of these sessions, balancing performance goals with genuine connection.

Athletic performances are shaped by game-day adrenaline, competition and years of dedication to the sport — not by scripts. Even off the court, athletes thrive in unscripted moments like interviews, social media and podcast appearances. Now, suddenly, they’re being asked for a series of clean takes, replete with naturalistic line delivery........

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