Justin Herbert is a Professional Quarterback in the NFL with the Los Angeles Chargers, racking up over 600,000 followers after 2 years in the League. His social media presence is relatively smaller than other Professional athletes, but he is verified on Instagram and Twitter. Most if not all of his content is related to football: Pictures taken during games, pictures with fans, and advertisements that are paid partnerships with large companies. His first advertisement post was for his personal NFT Project,” Autograph.io” which he launched with multiple professional athletes like Devin Booker, Sabrina Ionesco, and Collin Morikawa, which was posted on May 4th of 2022.
In the months to follow, Herbert posted sponsored advertisements of Chipotle, Sofi, Dr.Squatch, and Lowe’s Hardware. Since his last promotion on October 7th, 2022, he has not released another paid partnership ad. Most of the advertisements that he has posted are products and services that he claims that he personally uses. For professional athletes, it is important that they stay in shape, and maintain a healthy lifestyle, which is what makes his partnership with Chipotle recognizable for his audience. Chipotle is a product that many see as a healthier alternative to fast food, which is sustenance and packed with protein. Another partnership he is involved with is Sofi, which makes sense because Sofi is the sponsor of his home field, and the captain of the team should absolutely represent the brand that controls the stadium he plays in.
Besides these ads, there is not too much frequent activity on Herbert’s Instagram. His last post was on January 2nd, following 1-2 postings per month. He is relatively inactive and doesn’t use his Instagram as much as other professional athletes. Herbert’s motives are that he wants to bring people together, and these projects that he partners with have a common goal in mind. Lowes, for example, created an advertisement through cleaning up the streets of Los Angeles with Justin Herbert, with the collective narrative that communities need to help each other and build each other up. These narratives are key in marketing to show audiences that it is possible to contribute to your community, if you use the products sponsored. It feels genuine, but that is exactly how it is supposed to seem. I don't know how often Herbert is out in public trying to make a difference, but his Instagram portrays a Professional Icon doing what he can for his community. Naturally, many people will see this and support Justin, and Lowe’s, for their commitments to inclusion and making a difference within a community.
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