How some Olympic stars are managing their brands

By SAMANTHA ETTUS
Scripps Howard News Service
26-AUG-04

Though all Olympic competitors possess exceptional talent, not all gold-medalists wind up gracing the front of a cereal box. As we near the final stretch of the Athens Olympics, my sport of choice is identifying athletes destined to become the new faces of America.

What are the qualities that determine which Olympians will emerge as the next Mary Lou Retton or Bruce Jenner? Who has that special blend of talent and charisma, both inside and outside competition?

Swimmer Michael Phelps' fame is a given; he has already captured the hearts of sponsors, fans and groupies alike.

So let's take a peek at three other Olympic stars _ softball's Jennie Finch, gymnastics' Paul Hamm and sprinter Justin Gatlin _ and how they are managing their personal brands.

(The brand-assets meter ranges from $ to $$$$.)

Jennie Finch

As one of People magazine's most beautiful people, Finch shines on and off the pitcher's mound. She is credited with bringing enormous attention to the sport, and her team's impressive gold-medal run has served to further increase softball's profile.

Finch is savvy about her image, and smartly turned down an offer to pose nude in Playboy. She feels a strong responsibility to the young girls she serves as a role model, and she emphasizes her passion for her sport above her beauty at every opportunity. The newly engaged athlete spends time as a commentator for Major League Baseball's "This Week in Baseball." In one of her most popular segments, Finch pitches to major-leaguers and often strikes them out, a brilliant way to redirect attention away from her looks and back to her on-field talent.

She already has endorsement deals with Sprint, Pepsi and 24 Hour Fitness, among others, and we can bet that this is just the beginning for Finch, who clearly knows her brand value and manages it accordingly.

Jennie Finch's Brand A$$$$ets

Paul Hamm

When Visa signed the gymnast in anticipation of a solid performance at the Olympics, it had no idea just how well he would do. After winning a silver medal in the high bar and a gold in the all-around, Hamm has been thrust into the spotlight not just for his achievements but for the controversy over the scoring in the all-around. Had the judges correctly calculated the difficulty of Korean Yang Tae-young's routine, Yang's score would have exceeded Hamm's.

Yang's team failed to register a complaint within the specified time, and Hamm was awarded the gold. Yet the manner in which Hamm handled this debacle has left a stain on his reputation; his response speaks to Hamm's "brandability" _ and his sponsors cannot be pleased.

Hamm had three choices: righteously defend his victory, share the gold with Yang or give the medal to Yang and claim the silver. Hamm chose the first one, and his sportsmanship is now in question. He would have been better off sharing the spotlight, thus elevating his brand both as a champion and an ethical icon. And his mother didn't help matters when she released a statement to the press pleading for people to let her son keep his medal. Hamm has managed his brand into a corner and must maneuver wisely if he seeks to recover.

Paul Hamm's Brand A$$ets

Justin Gatlin

Gatlin's triumph represents the essence of the American dream. Gatlin's talent was discovered when he outraced classmates as a young boy and jumped fire hydrants on the sidewalk. Gatlin, 22, outran the fastest field in history to win the 100-meter title, and became the youngest champion in 36 years. This gracious competitor has strategically kept an eye on his future off the track as well. When Nike signed him, Gatlin made sure the company paid for his college tuition and, though he left the University of Tennessee to turn pro, he has enrolled in college in his new hometown, Raleigh, N.C., to complete his studies. Already being talked about as the next Carl Lewis, Gatlin is noted for his composure, positive attitude and commitment to pursuing his athletic talent as well as his studies, making him an ideal role model and a sure sponsor favorite.

Justin Gatlin's Brand A$$$$ets

Remember: the most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus, president of Ettus Media Management, is a leading voice on personality-driven brands. Her first book, "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House), will be published in September. Send comments and questions to Samantha(at)celebrityassets.com.)

(Distributed by Scripps Howard News Service, http://www.shns.com)