We have all heard a trademark of Nike, “Just Do It.” This single-slogan has not only motivated many people around the world to be active, but also gave Nike $18.5 billion business and changed its marketing strategy since 1988. However, people now demand Nike to not just say ‘Just do it,’ but to say ‘Help me just do it.’ Let’s see what Nike has been offering as a major part of its marketing strategy.
With the 2012 London Olympics right around the corner, what game and athlete are you most excited to see compete this summer? The very well-known names like LeBron James, Michael Phelps and Usain Bolt are who we hear over and over again, but this summer, make sure to keep your eyes on our fellow American swimmer and a 6 time Olympic medalist, Ryan Lochte. Believe it or not, Lochte is expected to dethrone his teammate and rival, Michael Phelps this summer in London.
Lochte calls himself a ‘trouble-maker‘ who has had many injuries during his athletic career. He has suffered from a knee injury from break dancing, a fractured foot from skateboarding, a bruised knee from a scooter crash, as well as a sprained ankle while playing with his dog. But what made big news was a groin injury he got in July, 2010 that forced him to back off his training and a few IM meets he was already scheduled for (Woronoff, 2012).
That old Ryan Lochte, who has always finished second or third to Michael Phelps, is all gone. Four years ago, he completely changed his diet and broadened his training. He got a large attention from the media; the TV commercials and the magazine covers started featuring Lochte. Gillette Commercial is an example. Lochte cut his hair very short before the U.S. Olympic trials last month when Phelps arrived with a so-called, “dirty uncle mustache“. Lochte was clean-shaven as he was trying to get more attention from his female fans.
Lochte is a fun-loving, laid back swimmer with a unique fashion style, who just wants to go nuts twenty-four seven. However, the fact that Phelps acquired eight gold medals at the Beijing Olympics fueled Lochte’s fire for competitions and he won six gold medals at the 2010 Pan-Pacific Championships, as well as four in 2009 and five at the 2011 World Championships.
He was able to change not only because he got bigger and faster, but also he got healthier. His favorite food was McDonald’s and he was never serious about what he ate while training and competing. He can be such a big and good-looking swimmer, but he did not know how important it is to care about what he puts in his body. His Olympic Head swim coach, Gregg Troy totally changed his unhealthy behaviors. What made him even bigger and faster was Gatorade and proper nutrition while training.
Surprisingly, even Phelps’ coach, Bob Bowman mentioned that “Michael’s breaststroke wasn’t bad…It’s obviously pretty good competition,” but “Lochte’s breaststroke is better”. “Lochte was the best swimmer in 2010,” Bowman continues.
At the interview with the NBC Olympics, Lochte says, “I could be having the worst day, but once I step foot in that pool everything just disappears. And I’m a very competitive athlete. I just love racing; I think that’s what keeps me going day to day in practice and going to swim meets”.
Ryan Lochte, who will be turning 28 on August 3 during the Olympics, is more prepared for these Olympic meets than any other meet he has had before. Now, you know why you should pay extra attention to this world’s next swimming legend in a few weeks.
YouTube video: Ryan Lochte World Record: Win From Within
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To be unique and stand out from everyone else, you need to have an extensive passion about a certain thing. It does not have to be something too professional or very well-known, but in order to promote and sell yourself in the marketplace, you must show that you are very passionate about something you like.
Sports entertainment has been such a large segment in the media and many people seem to talk about “last night’s sports games” rather than any other types of TV show at their workplace or school. Every sports organization like the National Football League, National Basketball Association and Major League Baseball has the marketing department to manage ticket sales, as well as sponsorship to seek large amounts of advertising-dollar support.
Out of all these well-known brands, what I have found the most successful and has got my complete attention is Gatorade.
Everywhere I go, I bring two 32 ounces bottles of Gatorade. Every time I get on Twitter, I check their tweets and pictures to see what athlete Gatorade is featuring before or during their athletic activities.
What makes it different from other sports drinks such as Powerade and Vitamin Water? The answer is its persistent advertising campaigns.
From Michael Jordan to Sidney Crosby, Gatorade is consumed by the largest amount of professional athletes out of all the sports nutrition brands around the world (Gatorade UK). During the 1997 NBA Finals “Game 5”, Jordan suffered from 103 degree fever and he constantly hydrated with Gatorade. It gave him the fuel and the will to win, and consequently, he had one of the most epic performances of his basketball career.
Here is the video of the 1997 NBA Game 5 that will make you shed tears of joy.
Gatorade came up with the strap line from this historical moment called “Win From Within”. This slogan indicates, “Once you have everything for the outside, it’s time to start thinking about what you put on the inside. Sport is driven from the inside out” (Win From Within – Gatorade Program)
Gatorade is an example of why you need your own unique brand to stand out from all your competitors.
If you would like to learn more about the importance of developing a personal brand, read this brief article with some tips in it! “Rock Your Personal Brand Like Mark Zuckerberg”
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