Yeah, look, I said perceived authenticity. Of course it's just an illusion but when done well it's an effective illusion otherwise nobody would sponsor anybody. This perceived authenticity (perceived brand loyalty) is incrementally eroded with each sponsor change, but it's to the detriment of the brand not the athlete.
You said "perception of their (the athlete's authenticity)".
The difference, while not very visible, because of the similar wording, is night and day.
In what you said in the post I addressed you didn't question how real the authenticity was (to you it was real).
It was the change of perception based on unreasonable weighting of motives of the player to go with a brand that was the focal point of your wording.
In this post you say that the authenticity was not real, which is different.
BTW, one can like a brand for the brand's contribution to the one's well being, and for satisfying his needs.
You are a shoe guy, so I hope you will understand the following example:
If I go to two different shoemakers that make your own last, which ideally would be a copy of your foot, do you love more one over the other, if they provide you with a shoe with the same comfort, but different benefits?
Say, you went with shoemaker 1, he charged you $3000 for his service and get a bespoke shoe, that is supremely comfortable.
Then you come across a recommendation for shoemaker 2, who also does full custom. You get a bespoke shoe from him that fits just as well, but at a lower price point.
The difference in price is your monetary gain (akin to switching to another brand that offers more money), and the comfort is retained.
Do you find your shoes from shoemaker 1 less comfortable/like them less, just because you found something cheaper?
I would say no.
You had your time with them, and ideally their comfort will remain the same, so they will continue to give you the same satisfaction as the new ones. That doesn’t mean that you didn't have authentic appreciation for what goes into them, albeit at a higher price point.
I get your stance, but as oftentimes it is the case when one writes short, it comes off as too black or white to accurately describe what is going on with the relationship Federer has with his sponsors.
