Tiger Woods. Lance Armstrong. Oscar Pistorius. Every time a well-known athlete brand crashes to the earth in scandal the same headlines appear: “Athlete Endorsements No Longer Viable Marketing Tool.” Is this true? Of course not. Use of personal brands to endorse products is a marketing tradition spanning more than 100 years. It has withstood the […]

Dear Danica, It was many years ago that I met you.  A bright-eyed young driver came to my office with her race team’s manager wondering whether she could make a successful career in INDYCAR. If we’re using dollars and popularity as the gauge, the answer is “YES,” you’ve become very successful.  However, your decisions concerning […]

In September of 2010, Gatorade.com launched its first “Dancer Athlete” profile. Dancer, Lauren Froderman, winner of So You Think You Can Dance season seven, was featured alongside big name professional athletes, such as Mia Hamm, Derek Jeeter, and Peyton Manning. With this prestige, Froderman realized many newfound perks of life as an elite dancer, including […]