In its first major ad campaign since the Salt Lake City Olympic Winter Games, the U. S. Olympic Committee has launched a multi-million dollar advertising blitz featuring present and hopeful Olympians pitching everything from collectible pins to varsity jackets.
The campaign launched with full-page advertisements in newspapers, including USA Today. Additionally, one million full-color catalogs will be mailed. The catalog highlights photographs of medal winners in the Salt Lake games, as well as Olympic hopefuls such as cyclist Andy Sparks, wrestler Joe Williams and gymnast Stephen McCain.
The featured athletes consist mostly of residents who live and train at the U.S. Olympic Complex in Colorado Springs; they hope to qualify for the Athens Games in 2004.
“This is another important step forward in our ongoing marketing efforts to raise funding and awareness for the U.S. Olympic Team athletes,” said Toby Wong, USOC chief marketing officer. “Along with supporting the catalog, the ads are a first glimpse at the branding we will be doing to promote our athletes for the Athens Summer Games.”
The catalog offers a wide range of Olympic items. The famous beret worn at the Salt Lake Games is available at a range of prices; the price for an adult size is $26.99. A leather-clad, stainless steel whiskey flask commemorating the same games is $29.99
Polo shirts range from $29.99 to $49.99 and collectible pins are $7.99 each. A spiffy varsity jacket is just $299.99, and many collectible tee shirts are $17.99.
Other catalog highlights are a collection of Athens-themed clothing and hats from Roots, and the first appearance of USA Olympic clothing from Adidas.
As a not-for-profit organization, each purchase helps support aspiring U.S. athletes train to succeed in Olympic competition.
To receive the catalog call 800/THE-TEAM, or order it online at www.usolympicteam.com. The entire catalog may also be viewed online.