Social media plays a pivotal role in athlete branding by allowing for direct interaction with fans and the curation of personal identity. Platforms such as Instagram and Twitter enable athletes to showcase their personalities, achievements, and values, significantly enhancing their public image. This visibility can attract sponsorships and partnerships, which further boost their marketability. Additionally, social media facilitates engagement with broader audiences, allowing athletes to connect with fans on a personal level and foster a sense of community. However, this exposure also comes with risks, as athletes must navigate public perception and maintain a consistent, authentic narrative.