Recently writer Michael Sokolve had a piece in the New York Times about the issues toda.s iconic athletes have from a public perspective. Sokolov.s argument is that toda.s greatest on field athlete.Tiger Woods and LeBron James includedA great example of the latter is Hershe.s work with legendary track athlete Rafer Johnson. Johnson has been a longtime spokesperson and ambassador for the Hershe.s Track & Field Games, the largest youth program of its kind in North America, and his stories of success in sports and entertainment in years gone by transcend generations for a brand that was willing to listen and find out how he fit in with their marketing plans. Johnson takes the time, because he has the time, to work with youth and make an impact for a new group of young people who are not familiar with his story, and he can work with the brand to inspire and assist with a campaign that speaks directly to engaging young people in healthy lifestyles.
Does Johnson need to use social media to convey those message.? Maybe if Hershey needed him to he would engage, and if those platforms existed back in the.6.s when he achieved success he probably would have found ways to engage. It all depends on the time and the medium. Would Johnson have achieved iconic brand success if he was an elite athlete toda. Since he transcended sports and entertainment even in his day the answer is probably yes, and he would have had to deal with all the questions that toda.s athletes have to deal wit.what is too much, how do we engage with fans, how does one maintain privacy etc etc. I.s all a question of brand and the medium today, and what the partner wants to achieve.
The bottom line remains the same now as it has been in the past. The talent adjusts to what the market will bear, and what those who write the checks are asking for. Today, like days past, there are great stories to be told, and the outreach has to be tailored. There is no one set play that works for anyone, whether it was in the 194.s, the 196.s or today..
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