Many fashion brands come and go, only few stick. Some go through deep valleys of pain in between. Fashion brands use marketing, in the sports market to sponsor

Many fashion brands come and go, only few stick. Some go through deep valleys of pain in between. Fashion brands use marketing, in the sports market to sponsoring. For Nike the relationship to Michael Jordan for instance certainly was a major driver. For Adidas Kanye West became a major pain. Social Media platforms try the same. They try to get famous people on their platform. Instagram seems to do quite well in that space (I don't have an account there) while Twitter on the one side and TikTok, YouTube and Twitch on the other try to get people on their platforms. But then it's different: In sports sponsorship you can focus on one side of the person, their atheltic skills. On social media they eventually shout out their views on things, which might upset people and damage reputation. Of both, the person and the platform.