Celebrity sightings can be innocuous or financially rewarding, as savvy marketers like Gisele Bündchen and Tom Brady know so well.

Days after photographs of Bündchen and fiancé Joaquim Valente taking a stroll with their baby circulated, Mother jeans put out a release to tout that the Brazilian model was wearing its Tomcat Kick Fray short again. Although the release did not specify when the second time was, it included images of Bündchen walking with her baby stroller along the Miami River in the brand’s cutoff shorts in True Confessions, aka denim blue. She also sported a similar looking pair of jeans in an Instagram post Thursday to her 10 million-plus followers.

Meanwhile, her former husband Tom Brady doubled up some family time with a plug for Nobull, the footwear company that he invests in. The retired NFL quarterback is the second largest investor behind Mike Repole, cofounder of both Glaceau and Bodyarmor. On Wednesday, Brady shared shots of his eldest son Jack (whom he had with Bridget Moynahan) taking some swings on the links in East Quogue, N.Y. There were also a few close-ups of “Nobull” emblazoned on the sole of one of the Fox Sports’ commentator’s golf shoes. Wordsmiths or linguists might be interested in Nobull’s preferred pronunciation, as in “noble.”

Traditional celebrity endorsements — as in famous people wearing products — no longer register with consumers in a meaningful way, according to three branding experts. Evan Nierman, founder and chief executive officer of the global public relations firm Red Banyan, said, “A super polished ad or product blast doesn’t carry the same influence as a moment that feels unplanned or organic. When a celebrity is seen in real life, doing something relatable that boosts their products, it builds trust and creates a more meaningful association with the brand.”

Asked whether Mother has a professional relationship with the 45-year-old Bündchen, a company spokesperson did not respond Friday. Interestingly, last year the mother of four, who is represented by CAA Fashion, modeled for another denim brand Frame.

Nierman said, “This is a clear evolution of the parasocial dynamic. Fans pay close attention to how celebrities live, and not just what they endorse. When someone like Tom Brady casually wears Nobull while spending time with his son, it resonates in a way that staged content cannot. It creates a sense of intimacy that deepens the connection between the audience and the brand while also cultivating the aspirational quality of their products. Maybe you will never live like a mega-star, but you can boost your self-worth by using the same exact products.”

A parasocial relationship is a one-sided relationship where one party extends energy, interest and time and the other person in reality does not know they exist, according to the National Register of Health Services Psychologists.

Shelly Rathee, a marketing professor at Villanova University’s School of Business, agreed and said that the Mother and Nobull tie-ins are part of a broader shift toward authenticity, context and layered storytelling. Influencers like Becca Bloom take a similar tact on social media to create stronger emotional links to consumers, she said. Bloom for example, used an ornate Versace charger plate (like the one she dines on) to feed her cat fresh salmon, quail egg and caviar to make her TikTok followers feel they are part of her world. Rathee said, “This combination of context, narrative and perceived closeness makes the endorsement feel authentic and engaging, much more than a traditional staged ad.”

Like many, sports branding specialist and author Todd Radom thinks that traditional advertising reached its saturation point long ago. He also pointed to how fragmented celebrity culture is. He said, “Gwyneth Paltrow is a powerhouse with a well-defined personal brand, but what draws a consumer to a lesser celebrity is mysterious and ever-changing. Just being famous may be enough to connect with some consumers, but most of it seems fleeting and decidedly shallow, and any meaningful return on investment does not likely follow suit.”

Whatever the incentives, Brady and Bündchen have shared snapshots of their memorable summer. In June, the former New England Patriots star posted glimpses of his “We had so much fun” trip to Japan with their children Benjamin and Vivian to his 15 million Instagram followers. Knowingly or not, the opening shot of him with his 12-year-old daughter holding up a Labubu indubitably further dented Pop Mart’s supply for the in-demand doll that was designed by the artist Kasing Lung.