Bridgestone Americas Inc. has named six athletes to act as the public face of the company during the Rio Games, the company's first Olympics as an IOC sponsor: marathoner Meb Keflezighi, swimmer Cullen Jones, gymnast Aly Raisman, soccer player Kelley O’Hara, archer Khatuna Lorig and para-cyclist Will Groulx. The athletes will each receive financial support and access to Bridgestone products and technologies, though specific terms were not disclosed. Team Bridgestone athletes will participate in both internal and external marketing campaigns, company officials said, along with retired four-time Gold Medal-winning sprinter Michael Johnson, who was signed in '15 to serve as “coach” of employee motivational efforts. Bridgestone in '14 signed a 10-year deal with the IOC for worldwide sponsor rights, locking up Rio and the upcoming three consecutive Games in the far East. The deal was worth a reported $344M. Bridgestone Americas CEO Gary Garfield said each off the six athletes are Bridgestone customers who "drive to and from their daily training sessions.” Lagardère Sports advised Bridgestone on its athlete selection and recruitment. Jones was repped by CAA Sports; Raisman by Octagon; Keflezighi by Hawi Management; Lorig by Pamela Maitland and O’Hara by Team One Management LLC. Groulx repped himself.
PACKING A PUNCH: Powerade has signed two Olympians and an Olympic hopeful to join its "Just a Kid" campaign during the lead up to the Rio Games. The Coca-Cola-owned sports drink brand will run a 30-second spot on NBCUniversal channels featuring boxer Shakur Stevenson. The drink also signed Claressa Shields, who became the first American woman to win a Gold Medal in boxing in '12, and Lopez Lomong, a runner who grew up in war-torn South Sudan before becoming a standout for the U.S. Digital spots featuring all three athletes and their escape from adversity will go live today. “A large part of what makes the Olympic Games so inspirational are the athletes who flourish on the world’s largest stage after rising up from a challenging living environment,” said group brand manager Shannon Watkins said. Powerade also will activate through “Just a Kid” Olympic T-shirts available for sale online, and will put limited-edition Olympics packaging on its Watermelon Strawberry Wave flavor starting in July. “We chose these three athletes because each of their stories prove how far you can climb by showing dedication and powering through adversity,” Watkins said. Powerade has the rights to the Olympic rings via Coca-Cola’s global TOP IOC sponsorship. Fritz Martin Management represented Shields in the negotiations; KIMbia Athletics represented Lomong.
