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

Larry EderbyLarry Eder
June 25, 2010
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Spearmon_WallaceQ-USAout10.JPG

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. 

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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.”

Author

  • Larry Eder
    Larry Eder

    Larry Eder has had a 50-year involvement in the sport of athletics. Larry has experienced the sport as an athlete, coach, magazine publisher, and now, journalist and blogger. His first article, on Don Bowden, America's first sub-4 minute miler, was published in RW in 1983. Larry has published several magazines on athletics, from American Athletics to the U.S. version of Spikes magazine. He currently manages the content and marketing development of the RunningNetwork, The Shoe Addicts, and RunBlogRun. Of RunBlogRun, his daily pilgrimage with the sport, Larry says: "I have to admit, I love traveling to far away meets, writing about the sport I love, and the athletes I respect, for my readers at runblogrun.com, the most of anything I have ever done, except, maybe running itself." Theme song: Greg Allman, " I'm no Angel."

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Larry Eder

Larry Eder

Larry Eder has had a 50-year involvement in the sport of athletics. Larry has experienced the sport as an athlete, coach, magazine publisher, and now, journalist and blogger. His first article, on Don Bowden, America's first sub-4 minute miler, was published in RW in 1983. Larry has published several magazines on athletics, from American Athletics to the U.S. version of Spikes magazine. He currently manages the content and marketing development of the RunningNetwork, The Shoe Addicts, and RunBlogRun. Of RunBlogRun, his daily pilgrimage with the sport, Larry says: "I have to admit, I love traveling to far away meets, writing about the sport I love, and the athletes I respect, for my readers at runblogrun.com, the most of anything I have ever done, except, maybe running itself." Theme song: Greg Allman, " I'm no Angel."

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