U.S. runner Emma Coburn "immediately removed her New Balance spikes and draped them over her shoulder before carrying the American flag" after claiming a Bronze Medal yesterday in the 3,000 meter steeplechase, according to Taylor Dutch of FLOTRACK.org. As a result of the "bold move, thousands of photos snapped during her victory lap included her sponsor, New Balance, which otherwise would not have been featured." Coburn, who has been vocal about sponsorship rights, "more than likely ... did this intentionally to spotlight New Balance in the middle of the Rule 40 'blackout period' and circumvent Nike's exclusive sponsorship rights" with USA Track & Field. According to the USATF guidelines, it "appears that Coburn followed the rules while also finding a way to feature her own sponsor" (FLOTRACK.org, 8/15). In DC, Scott Allen notes Coburn "reportedly slipped and mentioned New Balance during her post-race interview before correcting herself." She "complied with Rule 40 by making no mention of New Balance in a tweet on Monday afternoon, but that was long after she gave her sponsor one more lap’s worth of exposure after a memorable race" (WASHINGTON POST, 8/16).
SNEAKING IN THE BACK DOOR: Under Armour is another company impacted by Rule 40, and UA Founder, Chair & CEO Kevin Plank said, "We don't have the ability to walk through the front door in a market like this and a venue like this, so things like the Olympics takes a long time to get into." Plank: "You have to take those little bites of understanding, building our own team, building our own confidence and building the consumers’ confidence in us. That's a relationship. So Rio, I wouldn't call it our first handshake, but it's our first hug.” UA sponsors the U.S. gymnastics team, and Plank said the company is "not going to sell an extraordinary number of leotards" from the deal. But he added, "The brand exposure is great" ("Squawk Box,” CNBC, 8/16).
