How Jason Kelce built his personal brand and became a Philly legend

Jason Kelce is sticking with his underdog brand as his post-NFL career takes off. Tim Nwachukwu/Getty Images by Amy Lavin, Temple University and Sheri Lambert, Temple University Philly icon and former Eagles star Jason Kelce has continued to make headlines since he announced his retirement from the NFL on March 4, 2024. A few days after Kelce’s announcement, Campbell Soup unveiled its first Legend Edition Chunky can that pays homage to the former football center. One month later, Kelce surprised fans when he got in the ring at WWE’s WrestleMania XL, which was held in Philadelphia. And on April 29, ESPN announced it is working on a deal to bring Kelce on as an NFL analyst. As marketing and branding scholars at Temple University’s Fox School of Business, we published a case study on Kelce in early 2024 that explores how he’s built such a strong and enduring personal brand over the course of his career and how this brand can help him stay relevant in retirement. ‘An underdog is a hungry dog!’ An athlete’s personal brand is how the public perceives them based on their actions, expertise and achievements. Athletes with strong personal brands can earn higher salaries and...