Wallace Spearmon: Sneak Peek into Sports Mktg 101, by Larry Eder

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Wallace Spearmon, USA Outdoor, 100 meters, first round, 6.24.10,
photo by PhotoRun.net.

Wallace Spearmon was signed by Saucony,  in February 2010,  to  be a sponsored athlete. As Spearmon was a star at the University of Arkansas, and Olympic and World Champ medalist, Saucony saw an opportunity to have their first sprinter sponsorship resonate with targeted young male audience. 

Look at what Wallace wore last night. In all likelihood, Spearmon will be wearing different colored shoes and speedsuit tonight, in the semi-finals, and also in the final. This is a preview, our sources tell us, of how Saucony will approach not only Wallace, but their other marquee athletes, this year, and in the future. Over the next several months, Mr. Spearmon will compete in the same performance apparel, with several different color ways. This strategy will also be used with his training footwear and specialty footwear as well.

Sports Marketing enthusiasts might say that this is taking a page out of the University of Oregon playbook, and it sure seems to be. The different looks, combined with a compelling athlete, who is performing at the top of his game, will bring for Saucony, they hope, increased brand recognition, and one more thing: a closer observer noted, " in the end, all of these companies, whether they have one athlete or two thousand, need the consumer to buy into the brand. Creativity, getting your brand to stick out, to be noticed, is the name of the game."

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