Menu
Olympics

Agency We Launch Rebrands Jamaican Bobsleigh, Skeleton Teams

London-based design agency We Launch "created a new identity for the Jamaican bobsleigh and skeleton athletes" at Pyeongchang 2018 -- "aiming to separate the team from its comedic association" with the movie "Cool Runnings," according to Tom Ravenscroft of DEZEEN. The rebrand comes 30 years after the team's "first, now infamous, appearance" at the Winter Games, which was immortalized in the '93 film. Working pro bono, We Launch created a new visual identity that "differs from that seen in the film -- aiming to change public perceptions of the team" and position it as one of "the world's foremost sliding nations." We Launch Founder & Creative Dir Stuart Lang said, "The goal of the project was to get away from the association with Cool Runnings. Whilst the movie was a great vehicle for allowing the world to know that there was, in fact, a Jamaican bobsleigh team, it was a comedy -- and has meant that nobody outside the two sports [bobsleigh and skeleton] has taken the organization seriously ever since." The rebrand was undertaken after Jamaica's national bobsleigh and skeleton teams merged to form one organization -- the Jamaican Bobsleigh & Skeleton Federation (DEZEEN, 2/16).

HOORAY BOBSLED: The JAMAICA GLEANER reported beer brand Red Stripe bought and donated a bobsled to the JBSF "just days ahead" of its participation in the Pyeongchang Games. Coach Sandra Kiriasas on Wednesday "quit the team after a role dispute with the JBSF" and "threatened to take with her" the team's sled, which she said she owned. That led to Red Stripe reaching out via Twitter and offering to "provide a sled as a gift" for the two-woman bobsled team of Jazmine Fenlator-Victorian and Carrie Russell (JAMAICA GLEANER, 2/15).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2018/02/19/Olympics/Jamaica-Bobsleigh.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2018/02/19/Olympics/Jamaica-Bobsleigh.aspx

CLOSE