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FEB
18
By Aneysha Pearce,
February 18, 2009 —
All the press coverage and online buzz about Michael Phelps’ unfortunate and wildly publicized “marijuana incident” underscores the importance of making appropriate, “on brand” choices for celebrity endorsers.
Clearly, winning eight gold medals – and all that goes with being a superb athlete – makes Phelps a highly sought after individual. But when a celebrity endorser is caught making less than ideal choices for the world to see, it puts the company’s brand and reputation on the line.
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FEB
9
Brandweek,
February 9, 2009 —
Late last week, Kellogg announced it was dropping Olympian Michael Phelps. His team suspended him and law enforcement officials were considering pressing charges. This all transpired after a photo of the swimmer, indulging in a bong hit, surfaced in the U.K.'s News of the World.
Phelps, once one of the most highly sought after spokespeople in the world, was believed to have an earning potential of up to $100 million. Now all of that, much like Cheech and Chong, is up in smoke.
Some of the companies that have already inked contracts with Phelps, like Omega watches and Speedo swimwear, rallied around the record-setting gold medalist. However, following the statement that "Michael's most recent behavior is not consistent with the image of Kellogg," it... continue reading
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AUG
2008
From GE to Nestlé to watchmaker Omega, companies use the Games to test-drive new ideas—and strut their stuff
BusinessWeek,
August 7, 2008 —
When U.S. Women's soccer defender Heather Mitts hits the field for the Olympics, she'll rely on more than her gear, teammates, and fans for support. Mitts suffered a torn ligament last year and had to sit out the World Cup in September. But she's back for the Beijing Games. And her confidence will no doubt be boosted by the knowledge that doctors are nearby, ready to scan her knee at the first signs of stress. They'll be using a compact ultrasound machine, the LOGIQ i from General Electric Healthcare (GE). The 12-pound device can produce detailed images of even the tiniest tears in her ligament—every bit as sharp as those from the 800-pound machines found in hospitals.
It's part of GE's strategy of using the Olympics to show off its latest innovations.
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