Winter Olympic athletes for brands to watch

Lindsey Jacobellis and Nick Baumgartner

Lindsey Jacobellis: 325k followers on Instagram

Nick Baumgartner: 28.6k followers on Instagram

On the other end of the spectrum are the oldest–old by Olympics standards, at least–athletes to win an Olympic gold medal. Baumgartner, 40, and Jacobellis, 36, won gold together in mixed-team snowboard cross, a new event. “To pull this off in such a youth-oriented sport is even more inspiring,” said Wojcik.

Jacobellis lost the chance to win gold in 2006, and has now made a return, winning two golds in the 2022 Games (she won women’s snowboard cross, plus the mixed-team win with Baumgartner). “It’s a great feel-good story. It has perseverance and redemption,” said Wojcik.

Jacobellis’ story is “phenomenal,” particularly given her name recognition in the U.S. and could provide opportunity for a book or a movie, “but that takes work,” said Carlisle. Jacobellis’ story could benefit from an aggressive advertising approach that forces conversations about her journey to getting her gold.

 


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