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SBD/October 29, 2013/Marketing and Sponsorship
With Sochi Games 100 Days Out, Brands Begin To Unveil Athlete Endorsers
Published October 29, 2013
HUNGRY FOR MORE: Kellogg's unveiled its Olympic campaign, and the '14 Team Kellogg's Team USA Athletes include snowboarder Gretchen Bleiler; paralympic skier Heath Calhoun; figure skaters Meryl Davis and Charlie White; ski jumper Sarah Hendrickson; skier Ted Ligety; skeleton racer Noelle Pikus-Pace; paralympic snowboarder Amy Purdy; and freeskier Torin Yater-Wallace. Team Kellogg's Legends include former hockey player Jim Craig and former figure skater Kristi Yamaguchi. Elsewhere, Chobani released the names of the six U.S. athletes it has signed up for Sochi deals, including snowboarder Lindsey Jacobellis, paralympic skier Allison Jones, skier Hannah Kearney, Wild LW Zach Parise, sled hockey player Rico Roman and para-snowboarder Evan Strong. Smucker's Team USA athlete roster includes speedskater J.R. Celski, snowboarders Kelly Clark and Louie Vito, freeskier Nick Goepper, figure skaters Gracie Gold and Lysacek, alpine skier Julia Mancuso, and Yamaguchi. Participating athletes will be featured in advertising, digital marketing and cross-promotional activities leading up to the Games in support of the company's four leading brands -- Smucker's, Folgers, Jiff and Smucker's Uncrustables (THE DAILY).
TRUE NORTH: Canadian retailer Sport Chek is launching a new ad campaign called "What it Takes," which will highlight what athletes sacrifice to become the best in the world. Its ads feature Canadian Olympic hopefuls such as Penguins C Sidney Crosby, women's ice hockey player Meaghan Mikkelson, skiers Christopher Del Bosco and Erik Guay, skeleton racer Jon Montgomery, bobsledder Kaillie Humphries and snowboarders Maelle Ricker and Mark McMorris (THE DAILY).