How much longer are the likes of David Beckham and Justin Timberlake going to be around?
I guess the simple answer to that question depends on how long each play their game.
Anyone can live off past success. Michael Jordan still makes $80 million/year. So too could Beckham and Timberlake if they retired.
The Beckham brand would continue through modeling partnerships and World Cup sponsorships; Timberlake could forget MySpace and just act or join the Jimmy Fallon show with The Roots.
Forced feeding consumers brand relevancy through your previous expertise is just going to backlash. You’re not as good as you used to be. Attrition is inevitable.
Jordan scored 50 points when he returned to the NBA at the age of 40. It was remarkable, a true sign of raw greatness. But his team failed to win; that’s why Jordan won plaudits in the first place.
You don’t need to play the game to stay fresh on people’s minds. If anything, you just may taint your legacy. People remember everything.
The longevity is admirable but if it’s not liked it used to be, why not try something else and extend brand relevance that way?