In sports and among athletes, especially football and football players, personal branding is of great importance as it contributes to the success and popularity of the individual. Personal branding ensures the individual is recognized in society as a professional, an expert in his field, an influential person whose public opinion is respected. Zlatan Ibrahimovic is a professional football player at the American LA Galaxy and former Swedish national team player, who has created a brand for himself throughout the year. Ibrahimovic and his football career are known all over the world, and from his biography, published in 2011, his personal life is familiar. Ibrahimovic has thus become a living football legend. He used his successful football career to create a personal brand, and herewith this particular case of personal branding is investigated as well as and how and why did the brand Zlatan Ibrahimović develop. Deep interviews with people who are familiar with the work and private life of Zlatan Ibrahimovic, will show a deeper insight into the case of Ibrahimovic and will spur a series of attitudes, associations and thoughts on Ibrahimovic, while an online survey will find out how much the general public knows about the brand and what they think about it.