Source: New Balance Signs Sprinter Gabby Thomas to Multi-Year Endorsement Contract
The former Harvard sprinter is now signed to NB. I don’t often fall into the discussion on politics because ultimately the decision of companies to align with a president or a policy is built on a completely different set of values than regular people. These are companies operating in the multi-million dollar sets. When I first made a lot of money and I got my first tax bill of 20,000 instead of a tax refund check, it completely changed my understanding of tax codes and why companies seem to be playing both sides signing athletes but supporting policies by politicians who are not in line with the people. It’s a grey area.
It’s important for runners like Gabby to gain an endorsement because running is not a sport that is celebrated like the NBA or NFL. Athletes often have to live abroad to compete and earn income. An endorsement deal is often the difference in continuing to compete and having to transition into civilian life. New Balance is a company that makes it hard for me to avoid politics as their support of Trump and the company’s willingness to provide their facilities for the promotion of policies by politicians who definitely fall on the side of divisiveness and exclusion, makes it hard to try to write about the brand in an objective way. Especially when the signing of an African-American woman to a sprinting roster that includes Vernon Norwood and Trayvon Bromell signals an interest in supporting Black track and field athletes in a “niche” sport.
This signing won’t help New Balance move the needle with Black consumers. People don’t really know who these athletes are until the Olympics and even then it’s a short lived connection. New Balance is utilizing the niche to establish their support of diversity which is a fantastic play, but it definitely creates a paradox for those paying attention to every aspect. I’m definitely happy for Gabby and I appreciate New Balance for supporting sport and athletes. It’s a solid move.
Use the source link to read more about Gabby Thomas.
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