An out-of-the-box discussion about how the worlds of sports and fashion, athletes and brands, looking good and playing good coexist and support each other in the current state of popular culture. With the help of panelists from the brand side, marketing side, style side and journalism side, this session will look at how athletes have taken their brands and personalities into their own hands, with the help of fashion, on and off the court--on and offline. The discussion will be lively, it will be informative, and there's a good chance it will be the most well-dressed panel SXSW has ever seen, between 2pm and 3pm on a Sunday in 2015.