Professional individual athletes and sports teams strive not only for athletic success but also for the positioning of their personal brand in local and international markets. Rainer Fischer addresses two questions: first, how a brand can be adapted to the specific cultural characteristics of a potential sales market and positioned accordingly. Second, how the compromise between a seemingly contradictory global brand identity and a regional-cultural brand adaptation can be shaped. Both questions are highly relevant from both an intercultural and a brand-oriented perspective. The author contributes to the theoretical and scientific foundation of the topic with his analysis and also develops a practical toolkit to support brand positioning.