Most of the brands, in earlier times, chose athletes to represent their brands based on their track records in the sport but with changing times, this strategy also seems to be changing.
Now it is not the athletes who make the brand but mostly the brands who make athletes sponsoring their training programmes and pushing them towards the zenith. It is basically that if you are famous and the public connects with you on a level not based on the sport you play or how you fair, you might as well be sponsored by some hot shot brand.
