Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
Canadian, 21, Athletics
The sub-ten sensation with pace and potential to burn
Representatives: Doyle Management
Key partners: Puma, Gillette Canada
2015 ranking: New entry
"I'm just ready to live up to the hype now.” That fresh out of college maxim is a well-worn phrase, yet few could begrudge Andre De Grasse a moment of wide-eyed zeal.
When he uttered those words last December, the USC Trojans sprint sensation had recently tied for third in the 100 metres at the World Athletics Championships in Beijing, having previously won gold in the 100 metres and 200 metres at both the Pan American Games and the NCAA college championships. He’d also just foregone his amateur status, signing a US$11.25 million contract with Puma that was the richest initial deal in track and field history.
If anyone knows a world class sprinter, of course, it’s Puma, and De Grasse will now be set on justifying his personal record off the track by breaking seemingly insurmountable ones on it. At a time when athletics is in dire need of squeaky-clean personalities to fly its flag, not to mention a sprinter to step into Usain Bolt’s spikes when he finally calls it a day, could the Canadian be the one to fill the void? A podium or two in the glamour events at Rio would do little to dispel the hype. ML
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