PRACTICE OF INTERACTION OF GLOBAL BRANDS WITH ATHLETES-INFLUENCERS

This article reveals the structure of interaction between Russian brands and athletes-influencers. Influencer athletes, who have a significant audience in social networks, are becoming more and more influential figures in the promotion of brands, including them in their publications and advertising campaigns. Russian brands, seeking to boost their visibility and attract new consumers, are increasingly turning to cooperation with athleteinfluencers. However, the questions of what factors influence the success of such cooperation and what strategies of interaction are the most effective remain the subject of further research.