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SBD/August 14, 2012/Olympics
Fashion Forward: Michael Phelps Appearing In Louis Vuitton Ad Campaign
Published August 14, 2012
TRANSITIONING TO RETIREMENT: Phelps has stated his intentions to retire and Baker Street Advertisers Exec VP & Exec Creative Dir Bob Dorfman writes Phelps “dives into his greatest challenge: staying relevant with consumers while retired from competition.” Phelps is currently “earning around $5-7M a year” from his marketing partners and “should be able to maintain that level in the short term, and will likely focus on extending his current deals, expanding his brand globally, and making the transition from sportsman to businessman” (THE DAILY). The Baltimore SUN's Korman writes one of the “most interesting questions about Phelps -- it played out repeatedly in conversations I had with experts last week -- is how long he’ll stay relevant as an athletic pitchman.” Korman: “Will kids in six years be compelled by his name to buy Speedo or Under Armour gear?” (Baltimore SUN, 8/14). YAHOO SPORTS' Erick Galindo wrote, "He remains a marketable name and his association with the pool is the stuff of legends" (SPORTS.YAHOO.com, 8/13).