Rebranding a Legacy
At The Factory Interactive, we fully embrace the concept of the ‘athlete brand’ and strategically utilize our athletes’ brands as multi-functional and multi-platform tools. We are firm supporters that Athletes are more than skilled entertainers. That is why Ray Lewis came to The Factory Interactive to rebrand his legacy. Our past work within the realm of sports led Ray to The Factory Interactive. Athletes are considered not only as vehicles for advertisements or product endorsement but also as cultural products that can be sold as ‘‘brands.” Understanding this, The Factory sought to elevate and more clearly define Ray Lewis’ existing brand while ensuring his legendary career and his burgeoning future as a businessman synchronized seamlessly.