US gymnast Gabby Douglas is in the news for all the right reasons. Getting her second Olympics gold medal as all-round gymnast, she is well on her way to riches with product endorsement offers. The 16-year-old has made everyone proud and now the brands are noticing. Kellogg’s was quick to rope in the young talent for their Corn Flakes brand. This is not the first time that Kellogg Co. has gotten a celebrity sportsperson for their brand endorsement. They were the first to get Michael Phelps on board after his historic performance at the last Olympics.
Douglas, who is fondly called the “Flying Squirrel”, is currently a media favorite also. She would surely be offered several contracts in the time to come.
“As a 16 year old, she really got kind of the sky is the limit. She brings so many intangibles that marketers look for. She’s young. She’s fresh. She’s a new face,” media consultant Joe Favorito told CBS News.
Douglas is also the first African-American to be on the US women’s gymnastics team sincein 1996. Dawes is Douglas’ idol as well and she draws her inspiration from her.
Commenting upon Douglas’ win and the brand endorsement, Dawes told CBS News in an interview that “Gabby is going to start quickly recognizing that she’s a business, she’s a brand, and she should be very selective in the people she surrounds herself with and the opportunities she decides to take.”
Being hot property right now, Douglas will indeed have to be careful about the choices she makes in terms of the brands she associates herself with, as that is important for her brand image as well.
Kellogg’s Corn Flakes have come out with a special edition box for Douglas to endorse. It will be available in stores this fall on the 7th day of the 2012 London Olympics. With the Olympics fever running high, it is a very good time to launch the special edition box featuring Douglas as she is an inspiration to young and old alike.