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Simone Manuel has the potential to be a marketing star when she's done competing at Stanford.
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Team USA has had a successful Olympics through 10 days by any measure, but there haven’t been that many surprise stories. At least not marketable ones.
At the Olympics, brands and agents are always on the lookout for a breakout star, an athlete who can be introduced to the world for the first time as a world champion. The American team has had a few, but Rio’s multiple-medal winners in the most marketable sports so far fall into one of two categories: 1) Established names who already have extensive portfolios (such as Michael Phelps), or 2) amateurs who don’t intend to give up NCAA eligibility for a payday for the time being — swimmers Katie Ledecky, Ryan Murphy and Simone Manuel, for instance.
First-time Olympian gymnast Simone Biles is an exception, having led the American team to an all-around team gold and dominating the individual all-around. But Biles, a three-time defending world champ heading into the Games, can hardly be considered a surprise. She entered the Games with deals with powerhouses such as Nike, Core Power (a Coca-Cola brand) and Procter & Gamble. Despite falling short of a predicted five gold medals in five events, she’s already on a Kellogg’s cereal box celebrating her success with much more expected.
Olympic rookie and professional swimmer Maya DiRado won four medals in Rio, including an individual gold. But the 23-year-old says this is her last Olympics, and she’ll start a new career at McKinsey & Co. on Sept. 9.
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Laurie Hernandez looks to cash in on Rio success after turning pro before the Games.
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One name that comes up in talent-scouting circles is 16-year-old gymnast Laurie Hernandez, who went pro just days before the Games started and signed with agent Sheryl Shade. She won a silver in the balance beam on Monday and was part of the gold-medal-winning American team.
“I think Laurie Hernandez is going to get a lot of love post Games,” said Greg Goldring, senior director of marketing at Platinum Rye.
Veteran Olympics and volleyball agent Evan Morgenstein said Manuel may have the best long-term potential after she’s done competing at Stanford. Manuel became the first African-American gold-medal woman swimmer in an individual event.
“Maya DiRado had a great Games, but she isn’t swimming anymore,” Morgenstein said. “I’d say if Manuel came out and went pro she would be the biggest. Being the first at something still matters. Her smile is electric and she is so smart and well-spoken. I’d sign her in a second.”
Other stars with some potential include repeat gold medalist in judo, Kayla Harrison, and gold medalists in track cycling, Kristin Armstrong, and long jumper Jeff Henderson. Swimmer Anthony Ervin, 35, can tell a different kind of breakout story, having won his second gold medal in the 50-meter freestyle 16 years after his first.
There are still six more days of sport, however, so agents will remain on the lookout.
