Brand and Product Management News
An article featured in the Milwaukee Journal Sentinel asks whether Jockey, a privately-held underwear company out of Kenosha, Wisconsin, made a risky choice by picking up Heisman Trophy winner Tim Tebow as their spokesperson in July, 2010. At the time, Tebow had just finished his career at the University of Florida, where he established himself as a gifted football player and a devout Christian not shy about sharing his beliefs.
His shaky start as a professional NFL player with the Denver Broncos has some suggesting there are risks involved with tying a product or brand to any popular personality, no matter how celebrated he may be.
According to Marketing Professor Aric Rindfleisch, however, Tebow's image, could emerge as a more important factor than his athletic performance. If Jockey signed Tebow because of his All-American image and lifestyle, a string of losses on the football field may not mean much.
"All brands are about stories," Rindfleisch said.
The only danger for Jockey then, he said, would be if Tebow were to emerge as a hypocrite, saying one thing and doing another.
"At this point, I don't think losing is detrimental to his image," Rindfleisch said.
Read the full article here.