Chris Paul: Brands Miss Out When They Just Hand Athletes a Script

Twelve-time NBA All-Star Chris Paul retired earlier in 2026 after a 21-season profession as considered one of basketball’s most completed gamers. Nevertheless, the athlete’s affect has lengthy prolonged past the court docket, and he’s not completed but.

During the last 20 years, he’s cast longstanding partnerships with Nike’s Jordan Model and State Farm, the place his alter ego “Cliff Paul” grew to become an promoting fixture. In 2022, Paul launched plant-based snack model Good Eat’n.

He then opened the doorways to his media manufacturing firm Ohh Dip!!! Leisure (ODEP) alongside his brother CJ Paul in Could 2025. The enterprise focuses on non-scripted and scripted tv, digital, documentaries, commercials, and movies, creating work like The Sport Changers on Netflix.

In dialog with ADWEEK CEO Will Lee at ADWEEK Home Cannes Lions, Paul mentioned how he’s constructed a legacy that lives past the ultimate buzzer and supplied manufacturers recommendation on getting the most effective out of their athlete partnerships.

Manufacturers shouldn’t simply hand athletes a script

When requested what entrepreneurs are nonetheless getting unsuitable about working with athletes, Paul mentioned communication was key.

Reflecting on his personal expertise, he mentioned: “I’ve carried out all the pieces you may probably do. I’ve walked in earlier than, and [had a brand say], ‘Right here’s your script, go stand in entrance of the digital camera and smile.’ [They] don’t understand that a few of these persons are truly creatives themselves.”

He continued: “That’s how I approached it with State Farm. I’m a client, I watch a variety of TV and commercials, TV exhibits. I by no means took an appearing class, however I knew what I needed to see of myself.”

His major takeaway for manufacturers? “Over-communicate with the people who find themselves a part of the group, as a result of what you assume is likely to be humorous or cool won’t be the way in which that one particular person needs to indicate up. It’s about communication, back-and-forth. If you happen to meet someplace [in the middle], all people will likely be pleased with the ultimate product.”

Athletes are (rightfully) extra selective about partnerships now

Constructing on his level, when Paul first began out within the NBA as a younger participant, manufacturers would “pay a few $100,000” for an image of a participant smiling and holding their product.