Loudmouth reaps benefits of U.S. men’s beach volleyball sponsorship

Beach volleyball player Todd Rogers (left) gave his input to Loudmouth CEO Larry Jackson (right) on the team's uniforms.
Apparel brand Loudmouth garnered some of its greatest visibility as it made its debut at the London Games with U.S. beach volleyball players Todd Rogers and Phil Dalhausser, who were eliminated in the round of 16 on Friday but still got plenty of press attention while sporting the company’s boardshorts, jerseys and hats during competition.

The result has been an influx of web traffic around Loudmouth's Resortwear line launched in January and available online. Loudmouth CEO Larry Jackson said that during the pair’s first two matches, the company’s web servers were “experiencing 25 to 50 times the normal servicing average during that one-hour time span.”

Jackson did not give specifics about how sales are trending, but the boardshorts are making up “about 20 to 25 percent of the sales when we’re looking at those spiked sequences based on the guys being on the court on TV.”

Each match featuring Rogers and Dalhausser, the defending Olympic champions, brought more exposure to the brand competing with sports manufacturing giants Nike and official LOCOG sponsor Adidas.

Last week, while Dalhausser and Rogers were still competing, Jackson said: “Every match we’re going to see more response because the deeper they go into the tournament, the more eyes are going to be on them, which will automatically turn into traffic for us.”

Loudmouth signed a sponsorship deal with Rogers and Dalhausser for the pair to wear the brand’s apparel and hats during all Olympic and non-Olympic play for the 2012 season. The company during the 2010 Vancouver Games sponsored the Norwegian curling team and saw a spike in sales at the beginning of those Games when the team played against Canada, and at the end when the team played in the gold-medal match, again against the host country.

Jackson said the spike in interest is nice, but the real numbers are those consumers who first visit out of interest during the Games, then return for purchases long after the Games are finished. “What you really want is enough new eyeballs that when the Games are all over you’ve got a 20 or 30 or 40 percent generic uptick in your sales,” he said.

Jackson said the process of getting the threads approved by the IOC and the FIVB was “very interesting.”

The "Today" show hosts all wore Loudmouth gear during Wednesday's episode.
“You’ve got a lot of specifications about the size of the letters, the placement of the USA, the numbers 1 and 2, the guy’s names on the back, the flag that goes on it and especially your corporate logo,” he said.

The corporate logo on the shorts and shirts is limited to 20 square centimeters.

Loudmouth relied on press and PR for activation on the ground in London. A notable appearance was on Wednesday morning’s “Today” show, where all the hosts wore Loudmouth wind jackets, hoodies and sports coats during a visit and game with Rogers and Dalhausser.

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