Crush It! Sports Media Training began operations early in 2016, right about the time that two famous athletes experienced profound disappointment at the peak of their sport and reacted in entirely different ways.
After a storybook season leading the Carolina Panthers to Super Bowl 50, quarterback Cam Newton let frustration and disappointment get the best of him in the aftermath of an embarrassing loss to Denver.
Newton was instantly criticized on Twitter.
Newton's brand was damaged.
A few months later, Jordan Spieth lost The Masters in heartbreaking fashion and had to present the Green Jacket to Danny Willett. Spieth handled the loss with such grace that his brand may have been enhanced and sponsors like Under Armour were pleased.