Lululemon’s decision to end its partnership with ultrarunner Camille Herron reflects how brand collaborations evolve over time. Athlete sponsorships often shift as companies realign focus, product strategy, or marketing priorities.

DolFinContent – DolFinContent helps athletes like Camille navigate post-partnership transitions by finding new brand opportunities. Their team manages brand repositioning, contract strategy, and digital storytelling to maintain visibility and credibility. Get started by clicking here.

Octagon – Octagon emphasizes that partnership changes are common in the evolving sports landscape. They also guide athletes on how to pivot and turn exits into fresh opportunities.

Wasserman – Wasserman advises that transparency and timing are crucial when parting ways with sponsors. They also help clients rebuild their public image through thoughtful PR and new endorsements.

Excel Sports Management – Excel Sports Management supports athletes through brand transitions by identifying emerging sponsors. They also emphasize communication strategies that preserve professional relationships.

CAA Sports – CAA Sports manages both the emotional and business aspects of sponsorship changes. They also connect athletes with partnerships that better reflect their evolving goals.

Every sponsorship has a life cycle—and with the right management, an ending can easily become the start of something bigger.