Philly icon and former Eagles star Jason Kelce has kept drawing attention since announcing his retirement from the NFL on March 4, 2024. Shortly after his announcement, Campbell Soup introduced its first Legend Edition Chunky can in his honor. A month later, Kelce surprised fans by stepping into the ring at WWE’s WrestleMania XL in Philadelphia. Then, on April 29, ESPN revealed it is negotiating with Kelce to become an NFL analyst. As marketing and branding experts at Temple University’s Fox School of Business, we published a case study in early 2024 exploring how Kelce developed such a robust personal brand throughout his career and how it can help him remain relevant after retirement.
An athlete’s personal brand is shaped by the public’s perception of their actions, expertise, and achievements. Those with strong brands often earn higher salaries and secure larger endorsement deals, and they can maintain fan support even if their performance declines. To define an athlete’s or any individual’s brand identity, identifying key qualities is important. For Kelce, words like “determination,” “grit,” and “hard-working” aptly describe his appeal. Fans fondly remember Kelce’s unplanned speech at the Philadelphia Museum of Art in 2018 after the Eagles’ Super Bowl win, where dressed in a full Mummers costume, he celebrated the team’s underdog status. Kelce’s journey to football success was marked by grit, having switched positions multiple times before settling at center. He began his college football career as a walk-on running back at the University of Cincinnati, later moving to left guard and finally center. His perseverance paid off when he became the first rookie in Eagles history to start all 16 games at center after being drafted in the sixth round in 2011.
In his retirement speech, Kelce reflected on his beginnings at Cincinnati, noting that walk-ons had to work harder for chances. “I had no investment from the team or coaches,” he said, “I’d have to earn everything.” This underdog mentality has been the foundation of his authentic personal brand. Another essential part of his brand is his commitment to family, community, and charitable work. He often shares social media photos with his wife and three daughters and praised his parents during his retirement speech.
He co-hosts the “New Heights” podcast with his brother, Travis Kelce, a Kansas City Chiefs All-Pro tight end. The podcast blends football with family and has over 2 million subscribers on YouTube. Jason Kelce is dedicated to his hometown, Cleveland Heights, Ohio, and Philadelphia, his adopted city. In October 2022, he founded the (Be)Philly Foundation to support Philly youth with financial aid and mentorship. He has also contributed time and funds to the Eagles Autism Foundation, particularly through his lively Team 62 Fundraiser at the Jersey Shore. Additionally, he partnered with local authorities in suburban Philadelphia to fund the adoption of a Labrador retriever for the Haverford Township Police Department.