Jason Kelce, former Philadelphia Eagles star and local icon, has been making headlines since announcing his retirement from the NFL on March 4, 2024. Campbell Soup released a special Legend Edition Chunky can featuring Kelce, and he surprised fans by appearing at WWE’s WrestleMania XL. Additionally, ESPN is in talks to bring him on as an NFL analyst. Temple University’s Fox School of Business published a case study on Kelce’s enduring personal brand, exploring how it can help him remain relevant in retirement.
An athlete’s personal brand is crucial for earning higher salaries, bigger endorsement deals, and maintaining fan support. Kelce’s brand is built on terms such as “determination,” “grit,” and “hard-working,” exemplified by his unscripted speech as an underdog in 2018. Kelce’s perseverance in finding his position in football, from walk-on to starting center, showcases his grit. This underdog mentality has been the foundation of his authentic personal brand throughout his career.
Personal values are also vital to Kelce’s brand, including his commitment to family, community, and charitable causes. His social media presence often features his wife and daughters, and he co-hosts a podcast with his brother, Travis Kelce. Kelce is devoted to both his hometown of Cleveland Heights, Ohio, and Philadelphia, where he started the (Be)Philly Foundation to support local youth. He has also supported the Eagles Autism Foundation and partnered with local authorities to sponsor a police dog.
Kelce’s authentic, transparent, and straightforward personal branding as an elite athlete and family man has the potential to make him a pop culture icon like Charles Barkley. His involvement in charitable causes and dedication to his family and hometown have endeared him to fans and added depth to his brand. Kelce’s personal brand has positioned him for success beyond his NFL career, and his authenticity and determination continue to resonate with fans and supporters.
As marketing and branding scholars at Temple University, the authors of the case study on Kelce highlight the importance of personal branding for athletes and individuals. Kelce’s story serves as an example of how determination, authenticity, and community involvement can contribute to a strong personal brand. By analyzing Kelce’s journey from a walk-on to a Super Bowl champion, the case study provides insights into how athletes can leverage their personal brand for continued success in retirement.
Kelce’s impact extends beyond the football field, as seen in his involvement in charitable causes and community initiatives. His personal brand is built on values of determination, authenticity, and family, which have resonated with fans and supporters. As he transitions into retirement, Kelce’s personal brand remains strong, positioning him for success in future endeavors and potentially solidifying his legacy as a Philadelphia icon.
