Philly icon and former Eagles star Jason Kelce has continued to make headlines since he announced his retirement from the NFL on March 4, 2024.
A few days after Kelce’s announcement, Campbell Soup unveiled its first Legend Edition Chunky can that pays homage to the former football center. One month later, Kelce surprised fans when he got in the ring at WWE’s WrestleMania XL, which was held in Philadelphia. And on April 29, ESPN announced it is working on a deal to bring Kelce on as an NFL analyst.
As marketing andbranding scholars at Temple University’s Fox School of Business, we published a case study on Kelce in early 2024 that explores how he’s built such a strong and enduring personal brand over the course of his career and how this brand can help him stay relevant in retirement.
An athlete’s personal brand is how the public perceives them based on their actions, expertise and achievements. Athletes with strong personal brands can earn higher salaries and sign bigger endorsem*nt deals. It can also help maintain fans’ support for the athlete – or their team – even if the athlete’s on-field performance declines.
The key to defining an athlete’s – or any individual’s – brand identity is to identify some key words that capture their strengths. In Kelce’s case, we’d argue that “determination,” “grit” and “hard-working” are all terms that reflect his appeal.
Fans will recall Kelce’s unscripted speech on the steps of the Philadelphia Museum of Art in 2018 after the Eagles won the Super Bowl. Kelce, regaled in a full Mummers costume, an elaborate outfit used in Philadelphia’s annual New Year’s Day folk parade, celebrated the team’s underdog status.
“We were a bunch of underdogs. And you know what an underdog is? It’s a hungry dog,” he said. “And that’s why we’re the first team in Eagles history to hold that freaking trophy.” The crowd roared.
“It became apparent immediately that walk-ons would have to fight harder for their opportunities than the rest of the team,” he said. “I had … no investment from the team or the coaches. I’d have to earn everything, and that’s good, because I had no clue what hard work was yet.”
This early moment of clarity dovetails directly into Kelce’s underdog mentality, which has served as the baseline for his personal brand of authenticity throughout his career.
Personal values
Personal values are another essential component of a personal brand. For Kelce, those appear to be a commitment to family, community and charitable causes.
Jason Kelce is also fiercely loyal to both Cleveland Heights, his hometown in Ohio, and his adopted home of Philadelphia.
In October 2022 he, started the (Be)Philly Foundation, which provides financial assistance and mentors to Philly youth. Kelce has also donated time and money to the Eagles Autism Foundation, most notably by creating and hosting the raucous annual Team 62 Fundraiser – named for the No. 62 jersey he wore with the Eagles – at the Jersey Shore. And he partnered with local authorities in his suburban Philadelphia community to sponsor the adoption of a Labrador retriever for the Haverford Township Police Department.
Kelce is authentic, transparent and straightforward in his personal branding, which focuses on his being an elite athlete and involved family man. With this powerful brand, we believe he has the potential to follow in the footsteps of another Philly legend, Charles Barkley, who has remained a pop culture icon nearly 25 years after he hung up his basketball jersey.
The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.
Personal values are another essential component of a personal brand. For Kelce, those appear to be a commitment to family, community and charitable causes. He frequently posts social media photos relaxing with his wife and three young daughters, and he praised his parents in his emotional retirement speech.
Jason Kelce is a center in the NFL for the Philadelphia Eagles. Kelce had a notable football career at Cincinnati where, in his senior season, he was named Honorable Mention All-American and second team All-Big East. Despite lacking “true NFL size”, Kelce was projected a fourth to fifth round pick.
Kylie Kelce attended Cabrini University and graduated in 2017 with a degree in communications. There, she played field hockey. She captioned a post from her college athlete days by saying, “One of the best decisions I've ever made was to become a part of the Cabrini Field Hockey family.
Former NFL star Jason Kelce and his wife Kylie are the parents of three daughters. On the May 15, episode episode of his podcast "New Heights," Jason Kelce shared that the couple's two eldest daughters, Wyatt and Elliotte, now both attend the same preschool that Kylie Kelce attended as a child.
Jason was drafted by the Eagles and ever since his rookie season in 2011, he has worn number 62. What is the significance of that number? Jason explained why he wears number 62: "The significance of No. 62 is that when I made it to the NFL this is the number that was given to me and I am honored to wear it.
"We have still yet to find it," the former Eagles player said. "All of this stuff has been thrown away, so I think we can safely assume that my Super Bowl ring is now in a landfill, someplace in the Cincinnati Tri-State area," Jason added.
Kylie is a philanthropist, like her husband, and works with Jason's foundation, (Be)Philly, which he launched in 2022 to improve the lives of Philadelphia's youth. She also helps to raise money and awareness for the Eagles Autism Foundation.
Jason Kelce and his wife, Kylie Kelce, at the premiere of Kelce, a Prime Video documentary about the family, in 2023. While playing for the Philadelphia Eagles, Jason Kelce purchased a charming four-bedroom, three-bathroom home in Haverford, Pennsylvania in 2018 for $680,000.
What he has is a classic American truck- the Chevy C10. Quoting Jason, “I've always identified with people who drive trucks.” Apart from being built like a truck, Jason is looked at by his fellow teammates as a hardworking professional.
Jason, who announced his retirement from the NFL in March 2024, and his wife, Kylie McDevitt, are proud parents of three daughters — Wyatt Elizabeth, Elliotte Ray and Bennett Llewellyn.
Kelce sensed his time had come, largely due to lingering injuries. "The physical portion is at a point that it's not a desire to continue to do," he explained.
Ed Kelce then went to work in the steel industry, eventually becoming a sales rep who sold products to manufacturers, he explained in a February interview with The Los Angeles Times. “I'd take them there — hard hat, safety glasses, boots, the whole nine yards,” he told the publication of bringing his sons to work.
Podcasting is a lucrative business idea with some top podcasters even signing huge deals for their show. Take Joe Rogan's recent deal with Spotify to handle ads and distribution, for a reported $250 million, as an example. The truth is not all podcasts make money.
How 'New Heights' has affected Jason and Travis Kelce's relationship. The NFL brothers started their podcast in September 2022. Because of their podcast, Jason Kelce says he and brother Travis Kelce are “more connected than we've ever been.”
Considered one of the greatest tight ends of all time, Kelce is a nine-time Pro Bowler and a seven-time All-Pro, with four first-team and three second-team selections.
Travis and Jason Kelce 'graduate' from college during a surprise ceremony in Cincinnati. The brothers both previously completed their degrees but were unable to attend their respective graduation ceremonies to receive their diplomas.
Introduction: My name is Annamae Dooley, I am a witty, quaint, lovely, clever, rich, sparkling, powerful person who loves writing and wants to share my knowledge and understanding with you.
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