One of the key benefits to apparel brands that partner with NGBs is the exposure of having their logos on the uniforms that players wear during their participation in the Olympics. But in golf's return to the Games for the first time since 1904, members of Team USA will not sport any adidas branding on the apparel and bags the brand designed for them. USA Golf Exec Dir Andy Levinson, who also serves as PGA Tour VP/Tournament Administration & Anti-Doping, noted the lack of corporate markings is an established practice for international team golf competitions like the Ryder Cup and Presidents Cup. The logic behind this practice is twofold. Levinson: “One, for a clean look and to really be focused on the team and the flag. Second, to not interfere with a player’s individual endorsement agreements.” With apparel and equipment brands paying significant sums to associate with an individual golfer throughout the Tour calendar, the idea of that same player wearing a competitor's branding in Rio would likely cause friction. So, even though Olympic rules do not restrict a sponsor from placing its logo on Team USA's uniforms, Levinson said the federation ruled it out from the get-go. “In the beginning, when you’re pitching these companies and they’re all excited about the opportunity to be involved with something like this, there was probably maybe some level of disappointment in the very early stages of the conversation,” he said. “But ultimately they were able to see the big picture.”
FOOT IN THE DOOR: While Team USA golfers will not sport any adidas logos, most will represent their individual sponsors through footwear and equipment. Rickie Fowler and Lexi Thompson, for instance, will wear Puma Golf footwear and use Cobra clubs. Ironically, with the withdrawal of adidas’ most recognizable endorser, Dustin Johnson, the brand will not have a single athlete in Rio to show off its new Team USA-themed Tour360 Boost shoes. adidas endorsers Justin Rose and Sergio Garcia will represent Great Britain and Spain, respectively. For adidas, that means making it clear via social media, PR, on-air spots and point-of-sale displays that it is the provider of Team USA’s gear and pointing consumers toward the retail versions, which do carry adidas' marks. “It will be very evident that the product the athletes are wearing is, in fact, adidas product,” said adidas golf Exec VP Jeff Lienhart. He added that early sales of Team USA golf gear, which hit the shelves last month, have been “stellar,” particularly around the July 4 holiday. The brand said that there is little product remaining for retailers to reorder, as it has sold 95% of inventory. Lienhart said that the brand accounted for the Olympics in its annual media buy with Golf Channel, which will air the majority of golf from Rio, and will continue running spots from its “Geared for More” campaign by Venables Bell & Partners, S.F. He said the spots will feature a “tag” at the end “with some nod” toward the Games. But as a non-IOC sponsor, the ads cannot mention the Olympics themselves or use any of the Games' marks.
