The U.S. Track & Field Olympic Trials have become the stage for a different kind of athlete this year – the unsponsored athlete. With a striking all-black, logo-less uniform, 35 athletes are part of Bandit Running’s Unsponsored Project, challenging the traditional sponsorship model for professional athletes. Instead of relying on major brands for endorsement, these athletes are provided with unbranded apparel, short-term endorsement deals, and financial support to cover expenses during the trials.
Bandit Running’s co-founder, Tim West, envisions a new sponsorship model where brands allocate a portion of their budget to support amateur and sub-elite athletes. By lifting up the “bottom” of the sport, West believes that the entire industry can benefit. The two-week endorsement deals offered by Bandit come with a built-in release clause, allowing athletes to transition to traditional sponsorships if they arise during the trials. This innovative approach not only supports athletes financially but also brings attention to those who may be looking for longer-term partnerships.
Courtney Okolo, a 400-meter runner and former Nike-sponsored athlete, is among those who have embraced the Unsponsored Project. Despite her previous sponsorship, Okolo acknowledges the financial challenges faced by many unsponsored athletes. The costs of training, travel, accommodation, and competition gear can be prohibitive for athletes without traditional endorsements. By participating in Bandit’s initiative, Okolo feels supported and motivated to continue her Olympic journey.
Brandee Johnson, a 26-year-old unsponsored track athlete, exemplifies the dedication and perseverance required to pursue Olympic dreams without corporate backing. Balancing two jobs and a side gig with rigorous training sessions, Johnson joined the Unsponsored Project to find an alternative path towards her goal. The initiative not only provides financial assistance but also instills confidence and a sense of belonging in athletes like Johnson.
The Unsponsored Project is not just about supporting athletes during the Olympic Trials; it is about creating a sustainable and inclusive environment for all aspiring competitors. By reimagining the sponsorship model and providing opportunities for unsponsored athletes to showcase their talent, Bandit Running is paving the way for a more equitable and supportive athletic community. As more athletes like Okolo and Johnson share their stories, the importance of initiatives like the Unsponsored Project becomes increasingly evident.
The Unsponsored Project by Bandit Running represents a significant shift in how athletes are supported and recognized in the competitive world of track and field. By offering a platform for unsponsored athletes to shine, receive financial assistance, and potentially secure long-term sponsorships, this initiative is not only empowering individuals but also revolutionizing the entire sponsorship landscape. As the Olympic Trials unfold, the presence of these unsponsored athletes in their distinctive all-black uniforms serves as a reminder of resilience, determination, and the potential for change in the world of professional sports.