In editing the recent ISSP book, Athletes’ Careers across Cultures, we were able to analyze the evolution and current status of career research and assistance in 19 countries. One lesson from this analysis is that career researchers/practitioners should be more proactive in anticipating and matching changes in both the modern sporting context and international sporting culture (e.g., increased globalization, commercialization, professionalization, transnationalism, and cultural exchange). Based on this analysis and the collective wisdom of the book’s contributors, we suggest a new paradigm termed cultural praxis of athletes’ careers (Stambulova & Ryba, 2013), which we set as a challenge for career researchers and practitioners. The quintessence of this approach is to consider career theories, research and assistance as permeated by culture and united into cultural praxis. More specifically, the cultural praxis of athletes’ careers implies: (a) a merge of the holistic lifespan (Wylleman & Lavallee, 2004) and holistic ecological (Henriksen, 2010) perspectives in career research and assistance, (b) reflexive situatedness of career projects in relevant socio-cultural and historical contexts (e.g., Ryba, 2009; Ryba, Schinke & Tenenbaum, 2010; Stambulova & Alfermann, 2009), (c) an idiosyncratic approach in career research and assistance with specific attention to diversity in career patterns/trajectories, including marginalized athletic populations, such as female, gay, and ethnic minority athletes (e.g., Ryba & Schinke, 2009; Stambulova, 2010), (d) an increased attention to transnationalism in contemporary sporting culture and to trans-disciplinary career research, helping to grasp athletes’ multifaceted lived experiences in sport and beyond (e.g., Azócar, Torregrosa, Pallarés, & Pérez, 2012; Ryba, 2011; Ryba, Haapanen, Mosek, & Ng, 2012; Schinke, Gauthier, Dubuc, & Crowder, 2007), (e) multicultural and transnational consulting, including international networks of existing Career Assistance Programs (e.g., Schinke & Hanrahan, 2009; Schinke, McGannon, Parham, & Lane, 2012; Stambulova, Alfermann, Statler, & Côté, 2009), (f) participatory action research facilitating close collaboration between researchers, practitioners, and athlete-participants (Ryba, 2009; Schinke, Peltier, Ryba, M. J. Wabano, & M.Wabano, 2010). In brief, the approach we have coined as cultural praxis of athletes’ careers challenges the culture-blind career theories, research and practice in sport psychology and stimulates sport psychologists to deal with issues of marginalization, representation and social justice through theory, research and applied work.