What role should athletes play in seeking their own sponsorships even when they have representation?

Athletes should be actively involved, not passive. Bob Walker shared that the Deegan family (Haley and Brian) are a 'business machine' - they'll DM brands directly to show interest, then introduce their agent to handle negotiations. Brands appreciate when athletes reach out personally because it shows genuine interest, not just chasing a check. Athletes should alert their agents when they see interesting new brands at races or in ads. You are your own brand and business - representation helps but isn't the be-all-end-all.