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The 2008 Olympics Generate Hype for Futuristic Gear

What’s that black thing on Kerri Walsh’s shoulder?

A branding scar? The latest in body modification? A cover for a pornographic tattoo? Brain Control Slugs? Leeches? The spot where they grafted Karch Kiraly’s arm to her body? None of the above, its Kinesio and she’s not the only athlete sporting “elastic therapeutic tape” made by the small US company. Instead of wrapping their wrists or elbows in an elastic tape to give support to an injured body part, Kinesio is adhesive and, according to the company, physical therapists say its a better way to support healing in a variety of situations all without inhibiting range of motion. The tape is arranged in specific patterns which according to Kinesio results in pain relief.

Is it new? Nope they’re 25 years old just using one of the best marketing strategies you could imagine: According to a story in the NY Times, Kinesio donated 50,000 rolls to 58 counties and let curiosity and NBC do the rest.

Kinesio tape isn’t the only product placement in the Olympics and its not the only new technology. Take a good Look at every swimmer’s suit. Is that the LZR by Speedo?

Probably, but not everyone is happy about it, primarily Speedo’s competitors. And teams that don’t have them. And marketeers that didn’t think of it first, and marketeers that did think of it first but couldn’t afford to do anything about it. In an interesting note, the BBC reported that in Bejing thirty-nine world records have been set, 90% in the LZR.

But Speedo’s not the only logo you’ll see if you’ve been watching the olympics. Usain Bolt blew away the competition in the 100m and stirred a hornets nest when when he grandstanded before and after the finish.

The golden shoes he kissed are made by Puma, in case you wanted to know. Puma loves Bolt.

I don’t know how much that kiss earned Bolt in Puma cash but I have read that Speedo sank a million bucks into Phelps’ account when he won 7 gold wearing their suit.

The product placement list goes on. Just how fast is the fastest man on Earth, lets check the clock– courtesy of Timex. There was an interesting story in the NY Post about how these sponsorship deals with individual athletes can circumvent very expensive corporate sponsorship of the games themselves. (I’m sure the Chinese will be sending Nautica a bill).

All of this comes back to my original question: What’s that black thing on Kerri Walsh’s shoulder? Its money. Lots and lots of money.

After reading this post I think the Olympics really missed a key opportunity to brand itself! I can say it in three words: Bela Karolyi Prozac.

–By Michael

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