Sweetgreen's Customized Approach to Teaming With Athletes

Phoenix Suns star Devin Booker joins the salad chain's original sports partner, Naomi Osaka

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The role of athletes as brand representatives experienced a range of dramatic changes in 2021. 

One of the most memorable examples of the changing nature of these paid partnerships happened last summer. That’s when Sweetgreen found itself ahead of a growing conversation about mental health and advertising that was playing out across gymnastics, soccer and, relevant to the salad chain, tennis. 

Just a month after heralding its newest marketing partner, Naomi Osaka, the tennis phenom/entrepreneur abruptly withdrew from June’s Wimbledon tournament.

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