Ryan Lochte, now the world's greatest swimmer, has been building his brand and business since Beijing. Recently, major media outlets have been profiling his success in the market.
Lochte, raised by a mother and father who are respected coaches in the swimming world, has been, understandably, generous. What's most revealing is that a swimmer, aside from Michael Phelps, has risen to the level of buying cars and high-end watches as gifts. In sum, Lochte's doing well.
Lochte's brand, defined as the easy-going nice-guy, always in-style, gels with lifestyle consumers and the entire swimming market. I've seen him host a charity dinner with donors, all over the age of 60, and leave them wanting more. I've also seen him conduct a swimming clinic with kids, little kids (not an easy gig, considering the level of enthusiasm you must maintain), and they absolutely loved him.
Lochte's greatest asset: he listens. He's never on autopilot with his growing fan-base. Lochte listens and reacts to everyone in an authentic way.
Lochte has partnered with speedo, usa swimming and gatorade. I expect he'll add more big partners between now and London 2012 (provided his training schedule allows it). My wife and I were fortunate enough to work with Lochte earlier this year on a SwimOutlet video. When more big brands learn what we learned (how much fun he is to work with), they'll be beating down his door. In fact...I'm pretty sure they already are.
Here's the SwimOutlet video my wife and I produced:
GOLD MEDAL MEDIA (I swam, I swim, and as a swimmer I love swimming.)
No disrespect to Ryan Lochte, but he is not the best swimmer in the world. The best/greatest in the world is Michael Phelps; even if he doesn't pull off a super-human feat every time he jumps into the pool. If Ryan surpasses ALL of Michael's achievements that would be the ONLY way I would consider him the greatest. With that said, Ryan is a great swimmer, I also like to watch him swim, and he deserves all the success that comes his way.
Posted by: Claudine | April 21, 2011 at 04:51 PM
Did he pay for all the stuff that swim outlet donated? That's what I'd like to know.
Posted by: Lisa | April 21, 2011 at 09:57 AM
In this day and age ( with this economy) companies are pulling back on sponsorships and are very careful with their marketing dollars. For Ryan to have this kind of success is really telling: he's the Real Deal. Anyone who has spent more than 0.3 seconds with the guy knows how genuine and accessible and, yes, smart he is. You had called this after Beijing Mel and you were right. His management is hinting there's even more sponsorships finalized but yet to be announced. So happy to see his success--it's good for the sport in general, too.
Posted by: Reezy Nation | April 21, 2011 at 08:21 AM
Awesome video!!!!
Posted by: Pwrobin | April 21, 2011 at 08:17 AM