Social media profoundly impacts athlete branding by allowing them to connect directly with their audience. Athletes use platforms like Instagram and Twitter to showcase their personalities, share training routines, and engage with fans. This accessibility helps athletes build a strong personal brand and can lead to sponsorships, endorsements, and community engagement. Moreover, social media allows athletes to convey their values and causes they support, creating a deeper emotional connection with fans. However, it also subjects them to criticism, making it both a powerful tool and a potential double-edged sword.