It's great to see an increase in brands supporting their athletes with internal roles as they age out of their athletic careers. Far too long it has been the opposite, in many industries. Brands need to remember those who helped them get to the top. And Kira Klaas' comments were on point. Thanks as always for a great read and insights.
In Japan the sponsorship model for professional runners (i.e. marathoners/road racers) is quite different as the corporate teams are mostly non-endemic, but the athletes are employees of the company and provided a path to a career once their competitive running days are done. Seems to be a win for everyone involved.
I'm glad I'm not the only one who saw the disconnect in Puma's campaign! Also, Stephanie Bruce just joined Tracksmith as an athlete and sports marketing consultant.
Great read! I can expand on pro runners working for their brands in the track and field world this week, and I’d love to use this as a reference/ kick off point to what I’ve seen in the past 6 or 7 years.
Question re: Puma, On, & Brooks: do you think they’re taking a “soft” approach due to the slight backlash Nike has gotten recently for this “winning isn’t for everyone” cutthroat mentality marketing approach? Puma’s “forever faster” has been around at least since they revamped with Puma Elite group, but it doesn’t seem like people are resonating with the top of the sport athletes, or looking to them as ultimate inspiration. A more inviting as less cutthroat mentality to running is probably a more digestible approach to these marketing teams, rather than purely thinking about winning and breaking records.
Years ago before Altra was acquired by VF, they had a few athletes who were also employees. Jason Schlarb being one of them. He is also now an employee for Norda as well as an athlete. Clare is an example with Patagonia as well, although she is now only in the athlete seat and not also employed. Tommy Caldwell also had that same set up with Patagonia.
I appreciate your feedback on Puma as well. I sure would love to see them launch a trail shoe campaign instead of dangling a trail shoe with lukewarm effort in front of the market for far too long with no outward goal. The shoe is great, but will they actually put an official effort towards trail is the question. Passing out footwear to athletes who are not sponsored is not a plan.
Longer term salaried positions with some marketing responsibilities are great moves by the very experienced runners noted. However, saying re young athletes, "...they can learn internal corporate processes like just about any new employee does" significantly underestimates the situation. Employees do what they're told; runners rarely do! Not many Euro/American runners become professional in order to make money; they do it for personal freedom and expression. Working a normal job is a very different experience.
Fair feedback Buzz. There definitely needs to be a corporate culture match regarding "doing what you're told" vs independent thought at a company. I could go on and on about that!
Now Soar just put out a small campaign, "Country Boy" which is very soft wins esque as well.
It's great to see an increase in brands supporting their athletes with internal roles as they age out of their athletic careers. Far too long it has been the opposite, in many industries. Brands need to remember those who helped them get to the top. And Kira Klaas' comments were on point. Thanks as always for a great read and insights.
In Japan the sponsorship model for professional runners (i.e. marathoners/road racers) is quite different as the corporate teams are mostly non-endemic, but the athletes are employees of the company and provided a path to a career once their competitive running days are done. Seems to be a win for everyone involved.
I'm glad I'm not the only one who saw the disconnect in Puma's campaign! Also, Stephanie Bruce just joined Tracksmith as an athlete and sports marketing consultant.
Great read! I can expand on pro runners working for their brands in the track and field world this week, and I’d love to use this as a reference/ kick off point to what I’ve seen in the past 6 or 7 years.
Question re: Puma, On, & Brooks: do you think they’re taking a “soft” approach due to the slight backlash Nike has gotten recently for this “winning isn’t for everyone” cutthroat mentality marketing approach? Puma’s “forever faster” has been around at least since they revamped with Puma Elite group, but it doesn’t seem like people are resonating with the top of the sport athletes, or looking to them as ultimate inspiration. A more inviting as less cutthroat mentality to running is probably a more digestible approach to these marketing teams, rather than purely thinking about winning and breaking records.
Not a shoe brand obviously but the athlete to employee pipeline is strong at Gu Energy Labs - both cyclists and runners.
Love this piece Matt!
Years ago before Altra was acquired by VF, they had a few athletes who were also employees. Jason Schlarb being one of them. He is also now an employee for Norda as well as an athlete. Clare is an example with Patagonia as well, although she is now only in the athlete seat and not also employed. Tommy Caldwell also had that same set up with Patagonia.
I appreciate your feedback on Puma as well. I sure would love to see them launch a trail shoe campaign instead of dangling a trail shoe with lukewarm effort in front of the market for far too long with no outward goal. The shoe is great, but will they actually put an official effort towards trail is the question. Passing out footwear to athletes who are not sponsored is not a plan.
Longer term salaried positions with some marketing responsibilities are great moves by the very experienced runners noted. However, saying re young athletes, "...they can learn internal corporate processes like just about any new employee does" significantly underestimates the situation. Employees do what they're told; runners rarely do! Not many Euro/American runners become professional in order to make money; they do it for personal freedom and expression. Working a normal job is a very different experience.
Fair feedback Buzz. There definitely needs to be a corporate culture match regarding "doing what you're told" vs independent thought at a company. I could go on and on about that!
Clare Gallagher at Patagonia is a great example of an athlete/employee.
Also Marianne Hogan (Canadian) is another Salomon North American, but I agree the ranks there are pretty thin.
Yes, Clare is the other one I was thinking of. Any of course you’re right about Marianne!