Phelps Wears Nike Gear On Latest SI Cover Despite Having Deal With Under Armour

Michael Phelps has been an Under Armour endorser since '10, but he appears on the cover of this week's SI with a "competitor’s logo front-and-center," leaving branding experts "shaking their heads," according to Novy-Williams & Soshnick of BLOOMBERG NEWS. UA Manager of Global Communications & Entertainment Danielle Daly and Octagon Olympic & Action Sports Managing Dir Peter Carlisle, who represents Phelps, both claim the 23-time Gold Medalist "was required by the USOC to wear Nike, which sponsors Team USA." However, sources said that "there was no such requirement." Carlisle "pointed out that there are reams of complicated rules and contracts that govern what Olympic athletes can wear, and when, during the games." Novy-Williams & Soshnick noted if Phelps had to wear Nike, he "didn’t do a very good job." A behind-the-scenes video from the shoot shows him wearing UA shoes and "what appears to be a Ted Baker polo." He shares the cover with fellow swimmer Katie Ledecky, who is wearing a Nike shirt and shorts, and gymnast Simone Biles, "who is sporting the Under Armour singlet that USA Gymnastics wears in competition, though she is personally sponsored by Nike" (BLOOMBERG NEWS, 8/18). The COMEBACK's Colby Lanham wrote it is odd that Phelps' team "didn’t request the Nike logo to be scrubbed from the shot, which wouldn’t have been a big deal at all, as it’s not key to the photo." Lanham: "Regardless of how it happened, it’s a large piece of free advertising for Nike, which can’t make Under Armour happy" (THECOMEBACK.com, 8/17). 

A CROWN FIT FOR A KING? In Baltimore, Colin Campbell reports Baltimore County officials will "add another plaque to Phelps' collection at Olympian Park ... in Towson" to commemorate his Rio accomplishments. Baltimore Dir of Public Affairs Anthony McCarthy said that city officials "have made no plans for a celebration" when Phelps returns to his hometown, but McCarthy "didn't write off the possibility of having one at some point." Meanwhile, Ravens Senior VP/Public & Community Relations Kevin Byrne said that the team "will honor Phelps [during] an upcoming regular season game." A spokesperson for the Orioles "declined to comment on the record about whether the team has any plans to host him at an upcoming game" (Baltimore SUN, 8/18).