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Michael Phelps, the crown jewel of Under Armour’s Olympic athletes, is wearing Nike sweatpants, swoosh and all, on the cover of the latest Sports Illustrated magazine.
In the world of sports marketing, this constitutes a colossal screw-up. Superstar athletes—and their agents, managers and marketing teams—are hyper-aware of what brands they wear, because they earn so much money from endorsements.
That Phelps, an Under Armour athlete since 2010, would put a competitor’s logo front-and-center on the cover of a national magazine that reaches more than 18 million people has insiders shaking their heads.
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