From being traded from the Steelers and fighting disputes over helmet regulations to demanding release from the Raiders and hours later signing a contract with the Patriots, Antonio Brown has had quite the year. While drama seems to follow this athlete, we have to give Brown some credit for twisting the narrative to his advantage – with a little help from social media.
As we’ve seen with the rise in influencer popularity, social media is powerful. Platforms such as Instagram and Twitter amplify the voices of athletes, celebrities and influencers, which has a definite effect on the general public. Whether its encouraging consumers to buy specific products, pushing followers to band together behind a political movement or inspiring fans to stand behind an athlete’s demand for change, social media has continued to actively transform traditional norms.
For Antonio Brown specifically, the wide receiver has used social media to his advantage a few times. Let’s start with the helmet saga. New league safety rules mandate that players have to use newer, approved helmet models. Brown, who was using a Schutt AiR Advantage helmet, is no longer able to use his preferred helmet of choice and to say he is unhappy would be an understatement. So, Brown took to social media saying he was on the hunt for a new helmet. What did that query get him? An endorsement deal with helmet manufacturer Xenith. Social media win #1 for Brown.
More recently, Brown used social media to his advantage to get an expedited release from the Oakland Raiders. After being fined for unexcused practice absences and unprofessional behavior, which resulted in his loss of $30 million of guaranteed money, Brown was advocating for a release. He took to social media and through a variety of posts including recorded conversations and fine notices, was able to stir up a lot of drama for the Raiders. Where did that get him? A release from the team a few hours later and a new contract with The New England Patriots.
I hate to say it, but kudos to you Brown. Through all the negatives and the drama, you’ve been able to secure an endorsement deal, new contract and most likely a guaranteed Super Bowl visit. Social media, he owes you one.
