Marketing plasters the Olympics.
In the Parade of Athletes, at every event venue, and during every media opportunity, the competitors generally wear the branded apparel of their country’s sponsor. Unless, of course, the athlete is a star who has a different brand deal.
For example, Nike is the apparel brand sponsor for the U.S. delegation, but men’s basketball star Steph Curry has a deal with Under Armour. So, Steph doesn’t wear a Nike-branded uniform on the court.
Olympic athlete sponsorship is a competitive sport unto itself, and it involves big, big money.
But what about all the unsponsored athletes who earned a spot and could become the next Simone Biles, Trinity Rodman, or Katie Ledecky?
One small sports apparel brand came up with a brilliant solution that also brought it worldwide awareness.
We turned to CMI’s chief strategy advisor, Robert Rose, to tell the story and its takeaway for marketers. Read on or watch …