Two-time Olympic gold medalist Mo Farah has teamed up with the Octagon agency.
The popular British long distance runner, who won gold in the 5,000 and 10,000-metres at London 2012, will work with the global sports marketing company to further develop his commercial brand alongside long-time manager and good friend Ricky Simms of Pace Sports Management.
According to Octagon, the strategy will ‘very much be quality over quantity, with a particular focus on partnerships that are consistent with Mo’s interests and values.’
Farah’s signature pose, dubbed the ‘Mobot’, was one of the defining images of London 2012 and has since featured in a UK-wide advertising campaign for Virgin Media.
“We are excited to be working with Mo, he has captured the country’s imagination, with his great personality, incredible story and winning performances; key qualities that brands look for in ambassadors,” said Clifford Bloxham, senior vice president at Octagon.
There are also plans for Farah to collaborate with fellow Nike endorser Paula Radcliffe, as Bloxham explained. “In addition to developing partnerships with a select few companies, we are also looking to build a national family running event, hosted by Mo and Paula Radcliffe; both successful parents who share a passion for encouraging youngsters. The goal is for Mo and Paula to ‘Mo-bilize’ Britain.”