Visa has added four high-profile U.S. Olympic hopefuls to Team Visa for its Rio Games marketing campaign, including swimmer Missy Franklin. The rest of the additions added Friday are fencer Ibtihaj Muhammad, gymnast Sam Mikulak and swimmer Connor Jaeger. For Franklin, the credit card company is the latest edition to a growing sponsorship roster that includes Minute Maid, Speedo and Wheaties. Visa announced most of its 40-plus-person roster of athletes last year, including USWNT F Carli Lloyd and beach volleyball player Kerri Walsh Jennings. IMG negotiated the athlete deals on behalf of Visa. David Arluck of Arluck Promotions represented Jaeger, Lindsay Kagawa Colas from Wasserman represented Muhammad, and The Legacy Agency’s Brandon Swibel represented Mikulak (Ben Fischer, Staff Writer).
TRAIN FOR THE MOMENT: AD AGE's Adrianne Pasquarelli noted Dick's Sporting Goods will begin its Olympic marketing effort with a new spot that "depicts athletes at various difficult physical and emotional moments of their training." There will be a voiceover asking, "Why are you doing this to yourself?" The voice will follow that by adding, "If you want to give up everything for the chance to have that medal hung around your neck, then we've got your back." The spot will feature shot putter Jon Jones, wrestler Jessica Medina, wheelchair basketball player Desiree Miller, diver Laura Ryan and hurdler N'Aithan Scott. Dick's will "supplement the initial commercial with additional work" before the Games (ADAGE.com, 3/4).
RULE YOURSELF: In Baltimore, Jeff Barker noted Under Armour shared a new chapter it is calling "a behind-the-scenes look" at the U.S. women's gymnastics team, which is "outfitting in advance" of Rio. The video features Madison Kocian, Maggie Nichols and Mykayla Skinner "talking about their training and pre-competition routines." UA is featuring the women as part of its "Rule Yourself" campaign (Baltimore SUN, 3/5).
