Gen Z sports fandom is different from any generation before. They no longer solely follow teams, but instead identify with the athletes themselves and are more likely to root for the person, no matter the team. Gen Z is looking for a new crop of contemporary role models who are inspirational yet relatable. Athletes now create their own individual media brands through their social platforms. Learn how to create multi-dimensional content utilizing athletes, to touch on passion points that are appealing to Gen Z’s action-oriented mindset from former NFL player Anthony “Spice” Adams, Michael Cohen, president of Whistle, an entertainment and sports media company, Harish Sarma, global strategic partnerships & corporate development at TikTok, and Jaymee Messler, co-founder of (co)laboratory.