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
American, 21, Skiing
A seasonal star speeding into the mainstream
Representatives: Albrecht Sports & Consulting
Key partners: Atomic, Oakley, Barilla, Longines, Red Bull
2015 ranking: 18
Mikaela Shiffrin won all five World Cup slalom races she competed in this season, taking her career total tally to an impressive 20, and she would surely have won more but for a two-month lay-off due to an MCL tear in her right knee. Despite that setback, there is plenty to suggest more silverware will come the Vail, Colorado native’s way, particularly after she topped the podium in her comeback race in Switzerland in February.
Away from the slopes, Shiffrin’s easy-going, girl-next-door persona remains an attractive prospect for consumer brands: Red Bull picked her up at the turn of the year while P&G, Wheaties and Uniqlo all ran campaigns featuring the skier throughout 2015. The potential is there, however, to do more.
PyeongChang 2018 is looming invitingly on the horizon while another edition of ski racing’s flagship event, the FIS Alpine World Ski Championships, will take place in St Moritz in March of next year. More medals in the major events would only confirm why many believe Shiffrin is America’s next great winter athlete. ML
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