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Tom and Joe are joined by Hilary Awad, Talent and Brand Management Expert, to discuss the world of athlete marketing, brand building, and navigating new opportunities. Sharing her experiences working with NBA star Stephen Curry, Hilary delves into the importance of authenticity, understanding athletes' personal values, and helping them create a long-lasting impact. The conversation also covers how to protect athletes' images, the role of social media, and how to address controversial issues. Hilary shares valuable insights into venturing into uncharted territories, such as the NFT and crypto space, emphasizing the need to find a safe space within the unknowns, stay true to the person or brand's values, and collaborate with experts to create successful outcomes. The CUSP Show is a production by the faculty of Sports Management at Columbia University. You can get in touch with the program on Twitter @CU_SPS_Sports. The CUSP Show is hosted by Joe Favorito (@Joefav), Tom Richardson (@ConvergenceTR), and Scott Rosner (@scottrosner). The show is produced by Matt Hornick ‘23 (@MNHornick), Cindy Li ‘23 (@cindyliiiii), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with Rashad Hyacenth ‘23 and Marco Vonderheide ‘23 managing social media efforts.