Leap Of Faith: USA Gymnastics Launching New Ad Campaign

USA Gymnastics Launches "Begin Here" Campaign

A new ad campaign for USA Gymnastics (USAG) titled "Begin Here. Go Anywhere" attempts to "boost participation in gymnastics with the message that the sport isn't just for those who go on to international fame and glory," according to Stephanie Kang of the WALL STREET JOURNAL. USAG, along with sponsors AT&T, Tyson Foods and Cover Girl, as well as the National Gymnastics Foundation, helped pay for the campaign, which is "aimed at moms" and includes an eight-page insert in the August 15 issue of USA Today. One ad features a five-year-old girl walking on top of a ledge and reads "Life Needs Balance." A second ad depicts a five-year-old boy swinging from a tree with the tagline "Life Needs Strength." The campaign, via Three-Sixty Group, Indianapolis, includes print, radio and a Web site as part of an overall brand initiative that "emphasizes the benefits of youth gymnastics." Three-Sixty Group co-Founder Scott Willy said that USAG "will continue the ad campaign in the future, eventually airing TV spots" (WALL STREET JOURNAL, 8/5). USAG President Steve Penny: “The timing is not by accident. Gymnastics is the most-watched event during the Olympic Games, and we want to capitalize on the momentum that comes every four years when our top athletes compete on the world’s biggest sports stage.” USAG is launching a Web site, beginheregoanywhere.com, targeted for parents. According to the '07 Sporting Goods Manufacturers Association Sports & Fitness Participation Report, about 4.6 million Americans participated in gymnastics last year. However, that is down 25% since the '00. About 9,000 gymnasts are high-level athletes (Jay Weiner, THE DAILY).

SWEET 16: U.S. gymnast Shawn Johnson was profiled on NBC's “Today” this morning, where NBC's Meredith Vieira noted Johnson's success “has made her one of the most popular athletes of the Games.” Vieira: “Already she’s shot commercials for Coca-Cola, Secret deodorant and Cover Girl cosmetics, all that at only 16” ("Today," NBC, 8/4). Johnson also was named Sunday the recepient of the Teen Choice Award's Choice Female Athlete (“Teen Choice 2008,” Fox, 8/4).