This Olympic Committee Reboot Provides Lessons for Underdog Brands

Think like an athlete

Growing up, competing in the Olympics was always a dream of mine. As I finished my D1 running career at the University of Illinois at Chicago, that dream faded like a cloud of smoke from the starting gun of a race.

But as I entered advertising, it was amazing to see that it wasn’t just my legs that could take me there; creativity was my way into this amazing experience.

And while the Olympic stage helps the world come together around sports, too often, it’s a tale of the haves and have-nots. Especially when talking about the 184 nations sending athletes to compete in the 2024 Paris Summer Olympics.

If you look behind that number, there is a disparity in access to equipment, Olympic Committee staff and marketing funds. In light of such disparities, I believed I could make a difference working with a smaller nation.

After speaking to Jabari Michael-Khensu, a runner and mentee of mine, about this desire, I was introduced to the Saint Vincent and the Grenadines Olympic Committee (SVGOC). I was able to use my expertise to help support the country.

What we ultimately accomplished was a complete retooling of the SVGOC brand, including a new Olympic Crest, motto, fan gear and pins. We also aligned them with a track and field sponsor.

Our lessons can be applied across every sector, unlocking creativity that scales.

COMMUNITY

While I am not from Saint Vincent and the Grenadines, I sought out friends who were born and raised there to help educate me about the country. My Vincy friend Burton and his family played key roles. During lunches with them and my wife, I learned about the significance of the three diamonds that make up the SVG flag; came to appreciate the St. Vincent parrot—which is only native to the island; and absorbed the fighting spirit of the Garifuna, who defended against the British in the First Carib War.

This underscores the importance of first-party research and why having honest conversations with members of the community is so important. The ability to immerse myself in history, taste the food and hear folklore helped guide many decisions during the project.

Often, brands rely solely on syndicated data, removing humanity and nuance critical to breaking. Instead, they should expand their research, regardless of whether they have a big budget. Mine the comment sections of social posts and invite community members into the strategy phase! Nothing can replace deeply understanding your audience.

FLEXIBILITY

The Olympic Standard applies to more than just the times and distances it takes to get into the Games. It also applies to brand design and approvals. We had to be highly flexible as we approached the design aspects of the Olympic Crest and how we captured content around the fan gear.

Initially, we planned on creating photos and videos of the gear we produced in St. Vincent. However, due to Hurricane Beryl—which tragically left many locals without power or even homes—we pivoted by working with a U.S.-based Vincy photographer. Denise Stephanie Hewitt brought a new vision to life that reflected the excitement and pride of fans living far from the island.

You don’t need to be married to one idea. When faced with the unexpected, brands must embrace the power of the blank page. While scary, there is an opportunity to rewrite a narrative and deliver impact.

TEAMWORK

Working alongside my project partner Jacob MacDonald, we built workstreams, bounced ideas and provided encouragement when things didn’t go as planned. We brought in I’ve Got Dreams to assist with elevating the design and worked closely with Bandit Running on our track and field kits. This collaborative effort was instrumental in achieving our goals.

Brands must understand that a team of players can include people outside their organization. Also, having motivational figures beyond technical expertise helps with stamina throughout projects like this one, which was over two years in the making.

If you’re looking to be triumphant in a category where you’ve been underestimated, think like an athlete—and apply the principles of underdog heroism to the brand banner. Inspiration and motivation can come from places you least expected, no matter what game you’re playing.