Apolo Ohno continues to be a memorable figure in the world of sports, and his legacy lingers in the minds of many, including those who were close to potential deals involving him. On February 25, 2002, following the conclusion of the Olympic Winter Games in Salt Lake City, USA Today highlighted Ohno’s impressive performance, where he clinched a gold medal in the 1,500-meter and a silver in the 1,000-meter short track speedskating events. His achievements have only grown over time, as he went on to win a total of ten Olympic medals, cementing his status as a legend in the sport.
During the Games, Ohno experienced a memorable moment in the 500-meter race which involved a collision with other skaters. Despite this setback, he managed to scramble back onto his skates and cross the finish line to secure a silver medal. This act of resilience caught the media’s attention, with USA Today humorously suggesting that he might deserve an endorsement from Band-Aid due to the cut he sustained during the race.
In an interesting twist, communication professional John Fletcher saw an opportunity for his client, Spenco Medical, which produces a product called Spenco Second Skin. Fletcher’s advertising agency, based in Waco, Texas, aimed to negotiate an endorsement with Ohno. After reaching out to the Salt Lake City hospital where Ohno was treated, he was met with the typical confidentiality barriers. However, Fletcher’s approach was informative rather than invasive, and he managed to make contact with Dr. Eric Heiden, a renowned Olympic champion in his own right, who confirmed that Spenco’s product had indeed been used on Ohno.
Fletcher secured an endorsement deal with Ohno’s team, anticipating significant benefits for both the athlete and Spenco Medical. An agreement was reached for less than $100,000 annually for three years, with plans for photo sessions and engagement appearances. However, just as the deal seemed to be solidifying, unforeseen corporate turbulence led to the cancellation of the endorsement, disappointing Fletcher and leaving him with lingering “Ohno-phobia” over the lost opportunity.
Despite the setback, Ohno has continued to shine brightly in the public eye, being named one of America’s 50 Most Beautiful People by People magazine in 2009, winning “Dancing with the Stars” in 2007, and hoarding endorsements from corporate giants like McDonald’s and Coca-Cola. His continued presence as a commentator in subsequent Olympic Games and his induction into the U.S. Olympic Hall of Fame in 2019 reflect his enduring legacy and popularity.
As the Winter Olympics unfold every four years, the memories of missed opportunities and the triumphs of athletes like Apolo Ohno serve as poignant reminders of the incredible journeys within sports — highlighting both the victories and the “what could have been” moments in the backdrop of competition.