Many athletes have taken to streaming platforms like YouTube, Instagram and Twitch to "share their own live content, allowing them to connect with their sports-starved fans outside of the arena" in the midst of the coronavirus pandemic, according to Ilyse Liffreing of AD AGE. The athletes' web series "have the potential as outlets for future brand collaborations and sponsorships," as in some cases, athletes' brand endorsements "have been reduced or dropped as brands make their own cuts due to the pandemic." Several brands are "renegotiating their current sports contracts with stars to incorporate live content, hoping to grab sports audiences as they wait in limbo." The North Face has a a "new weekly live interview series on YouTube, Instagram, Twitter and Facebook featuring its sponsored athletes." The Jordan Brand "partnered with Socialive to stream 'The Encore,' a live show on Mondays that recaps 'The Last Dance' with famous faces" like Pistons F Blake Griffin, rapper/producer DJ Khaled and Spike Lee (ADAGE.com, 5/22).
