Leveraging Legendary Olympic Stature: Michael Phelps’ Swimwear Decision



: Steve McKelvey
: $10
: Dec 1, 2015
: Dec 1, 2015
: MCC-00417
: Digital PDF
: 11 pages
: 11 pages


Michael Phelps’ long time endorsement deal with Speedo has expired. For the first time in his career, and with the 2016 Rio Games approaching, Phelps is a “free agent” in the swimwear category. This case study challenges students to critically analyze Phelps’ options in light of his desire to become an “iconic” sport brand transcending the sport of swimming. Should he renew with Speedo … or create his own swimwear brand? Potential courses: marketing, branding, sport marketing.



Marketing


Sport Marketing Athlete Representation Brand Management
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