How do you market an Olympian without mentioning the Olympics?
That’s the challenge facing companies such as Under Armour, Gatorade and General Mills.
Even though these companies have endorsement deals with these athletes all year round, they can’t call them Olympians in commercials or social media posts during the actual games. That’s because the brands aren’t official sponsors of the Olympics.
It definitely helps to have athletes who are easily recognizable.
Gatorade has Usain Bolt and Serena Williams, and has already featured both of them in commercials.
Under Armour has another well-known Olympian — swimmer and 18-time gold medalist Michael Phelps.