The U.S. Track & Field Olympic Trials this year have seen a surge of attention towards unsponsored athletes who are part of Bandit Running’s Unsponsored Project. These 35 athletes are clad in all-black, logo-less gear, a stark contrast to the typical sponsorship model in professional sports. Bandit Running aims to provide support to up-and-coming competitors by offering them short-term endorsement deals and unbranded apparel during the trials. This initiative challenges the norm where athletes typically purchase their own gear bearing the emblems of major brands, essentially providing free advertising for these companies.
Tim West, co-founder of Bandit Running, envisions a new sponsorship model where brands allocate a portion of their budget to support amateur and sub-elite athletes to help grow the sport from the grassroots level. By providing unsponsored athletes with the necessary gear, platform, and cash to cover expenses, Bandit Running is paving the way for a more inclusive and supportive environment in the competitive world of track and field. These short-term deals have a built-in release clause, allowing athletes to easily transition to traditional sponsorship offers if they arise during the trials.
Courtney Okolo, a 400-meter runner and former Nike-sponsored athlete, is among the participants in the Unsponsored Project. Despite her previous sponsorship, Okolo acknowledges the financial challenges that many athletes face, especially when it comes to training, traveling to competitions, and investing in the necessary equipment. The high costs associated with competing can be a barrier for unsponsored athletes who are essentially investing in themselves in the hopes of securing a long-term sponsorship in the future.
Brandee Johnson, a 26-year-old unsponsored track athlete who qualified for the Olympic trials, exemplifies the dedication and resilience of athletes who are chasing their Olympic dreams independently. Johnson, who has been juggling two jobs and a side gig while training rigorously every day, sees the Unsponsored Project as a pathway to achieving her goals while being part of a movement that has a positive impact on people’s lives. The initiative provides her with the support and reassurance needed to stay focused on her athletic endeavors.
The presence of unsponsored athletes at the U.S. Track & Field Olympic Trials highlights the significance of alternative sponsorship models that prioritize supporting athletes at all levels of competition. Bandit Running’s Unsponsored Project not only provides a platform for up-and-coming competitors to showcase their talent but also sheds light on the financial challenges that many athletes face in pursuing their Olympic dreams. By reimagining the traditional sponsorship model, brands can play a vital role in empowering and uplifting athletes who may not have access to the same resources and opportunities as their sponsored counterparts. Ultimately, the Unsponsored Project serves as a beacon of hope for athletes like Courtney Okolo and Brandee Johnson, who are pushing the boundaries and redefining what it means to compete at the highest level of track and field.