It is the simple connection of the product to the athlete's lifestyle that can propel a brand forward. There s nothing in these ads about the performance of the product, Frederiksen says. As there are fewer differences between products, branding becomes more important. Becher contends that the pitching of products is actually a cyclical trend. Ten years ago, sports fans were reading about players caught in drug and crime traps, and marketers were afraid of the negative association with that.
Today is a different story.
Many media-savvy sports stars are following the Michael Jordan example and projecting clean lifestyles. It isn't necessarily the lifestyle or the image that is projected that brings athletes to the forefront, the consultants note. It is their chosen field and the nature of the field in which they excel. Have Your Say. Take Part In BrandEra's Discussion Forums.