USOC sponsor TD Ameritrade has signed six Olympic hopefuls to lead its Rio marketing campaign, which will reprise a '14 tactic of connecting this year’s stars with teenagers hoping to make the next Olympics in a series of digital videos. The signed athletes include high jump and long jumper Chaunte Lowe, hurdler David Oliver, diver David Boudia, fencer Mariel Zagunis and doubles tennis team Bob and Mike Bryan. Hoping to draw a parallel between investing and training for future athletic goals, TD Ameritrade has created the #likeyou social hashtag to promote the campaign. Lowe, Oliver, Boudia and Zagunis all surprised up-and-coming athletes in their respective sports in staged videos that will run with the hashtag. The teenagers will each receive mentoring and training from the stars and a trip to Rio to see the Games. TD Ameritrade, the USOC’s first partner in the online brokerage category, is signed with Team USA through the end of this year. Execs have not said whether they intend to renew. Intersport is TD Ameritrade’s primary sports agency and United Entertainment Group has consulted on the content development, production, media strategy and activation. Boudia was repped by Sheryl Shade of Shade Global; Oliver was repped by Ricardo Jones of SUB 13; Zagunis was repped by Patrick Quinn of Chicago Sports & Entertainment Partners and the Bryan brothers were repped by Colin Smeeton of PRP-LV. Lowe repped herself.
