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Champion fires Rashard Mendenhall as endorser

Posted on: May 5, 2011 10:54 pm
Edited on: May 6, 2011 11:22 am
 
R. Mendenhall (US Presswire)Posted by Will Brinson

In case you hadn't heard, Steelers' RB Rashard Mendenhall did some tweeting recently about Osama Bin Laden. It did NOT go over well with the general public. And it apparently didn't go over well with athletic wear company Champion, who fired Mendenhall on Thursday.

Mendenhall inked a post on his site attempting to explain his Twitter burst, but clearly that wasn't enough, as the company, who's paid Mendenhall to endorse their products, decided that Mendenhall's tweets were "inconsistent with the values of the Champion brand." So, they fired him.

"In light of these comments, Champion was obliged to conduct a business assessment to determine whether Mr. Mendenhall could continue to effectively communicate on behalf of and represent Champion with consumers," Champion spokesman told told Michael McCarthy of USA Today"While we respect Mr. Mendenhall's right to express sincere thoughts regarding potentially controversial topics, we no longer believe that Mr. Mendenhall can appropriately represent Champion and we have notified Mr. Mendenhall that we are ending our business relationship."
Mendenhall

It's not surprising at all to see Champion -- whose logo is colored red, white and blue, by the way -- pull this move from a public relations standpoint, as Mendenhall's comments alienated many a fan. But it is interesting from the perspective of how a brand, an endorser and a demographic interact.

For instance, here's an example of something similar from another form of popular culture: the Dixie Chicks, once upon an election or two ago, decided to speak out against George W. Bush. Because they are a country music band who caters to a particular, shall we say "more American" demographic, overcoming that sort of statement in public was nearly impossible. (Conversely, Green Day, a rock band whose listeners tend to be more liberal, can write an entire song ripping Bush, and the only consequence is that they sell more records.)

I'm not saying that Champion is a country band, but I do think that it's substantially more difficult for Champion to overcome a slew of average, everyday Americans refusing to buy their brand because they endorse Mendenhall.

And, of course, there's the fact that Mendenhall isn't exactly Tiger Woods, whose value as an endorser holds greater weight.

Look, Mendenhall didn't do anything wrong, he just did something stupid. Athletes -- and everyone -- today simply have to understand that using Twitter is just like being a at a press conference. While Twitter and Facebook and all forms of social media are a fascinating and fun way for athletes to communicate with fans and media alike, it's also a part of an individual's brand.

And as we've seen countless times, you don't need to break any laws to ruin your image in this country.

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Comments
fghdfre
Since: Dec 2, 2011
Posted on: January 2, 2012 8:38 am
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hgtrerte
Since: Dec 2, 2011
Posted on: December 27, 2011 11:03 am
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tomlye
Since: Nov 28, 2011
Posted on: November 30, 2011 10:30 am
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Since: Dec 13, 2007
Posted on: May 12, 2011 8:41 am
 

Champion fires Rashard Mendenhall as endorser

GOROMOGO-----Yes you're correct mendenhall has the right to express his opinions but so does Champion.  Great move Champion.  I will favor your clothing next time I'm at the store.  Steelers should follow
Well, blind sheep like yourself are the reason there's a "Patriot" act and Toby Keith keeps selling albums.  Have fun with your flag waving.



Since: Sep 28, 2006
Posted on: May 10, 2011 1:07 pm
 

Champion fires Rashard Mendenhall as endorser

I like what NickleMan had to say.  It was so non-opinionated and so very to the point that it needed to be posted 3 times.

Well done, very well done.




Since: Sep 27, 2006
Posted on: May 9, 2011 11:45 pm
 

Champion fires Rashard Mendenhall as endorser




Since: Sep 27, 2006
Posted on: May 9, 2011 11:36 pm
 

Champion fires Rashard Mendenhall as endorser




Since: Sep 27, 2006
Posted on: May 9, 2011 11:34 pm
 

Champion fires Rashard Mendenhall as endorser




Since: Apr 29, 2008
Posted on: May 9, 2011 9:23 pm
 

Champion fires Rashard Mendenhall as endorser

I guess Ill stop shopping at target or walmart for there clothes.....lol



Since: Sep 5, 2008
Posted on: May 9, 2011 4:55 pm
 

Champion fires Rashard Mendenhall as endorser

THANK YOU CHAMPION, THANK YOU


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