Our Winter Olympics star business inventory column has been updated again - after the previous inventory of Gu Ailing, let's take a look at the American veneer diva who can compete with Gu Ailing in commercial endorsements: Chloe King's road to commercial development.
This article was first published in Sports DreamWorks. "Sports DreamWorks" is a cooperative media brand of ECO Krypton, focusing on observing the news and developments in the field of sports marketing, providing high-quality content and in-depth services for brand sponsorship and cooperation.
Text / Liu Xueting
Editor / Yin Haonan
SPORTS DREAM
The Beijing Winter Olympics will be coming, and the "valley" rate in our lives seems to be getting higher and higher.
"Get up in the morning to take a cup of yogurt to see Gu Ailing, enter the elevator to see Gu Ailing, take the subway to see Gu Ailing, brush the mobile phone to see Gu Ailing... I don't know when it started, but my day was full of Gu Ailing." A netizen left such a comment in the Tiger Poker community.
But at the upcoming Beijing Winter Olympics, there are many new stars of Generation Z like Gu Ailing, who are pampered inside and outside the arena.
If Gu Ailing is the "top stream" in the freestyle skiing of the Beijing Winter Olympics, then Chloe Kim, born in 2000, may be able to compete with her in the ice and snow world, whether in the field or off-field endorsement.
Chloe King (left) with Gu Ailing
At the 2018 Winter Olympics in Pyeongchang, Korean-American Chloe Kim completed two consecutive 1080° turns and won the women's snowboard U-shaped track with almost perfect scores. After the Pyeongchang Winter Olympics, she also formed her own dominance in the field of snowboarding. It can be said that the competition she participated in hardly left the champion behind, and she became one of the leaders of the American ski team.
Let's take a look at Chloe King's curriculum vitae:
Pyeongchang Winter Olympics Snowboarding Women's U-Shaped Track Champion;
X Games World Extreme Games 6 gold medalists;
Time Magazine "Most Influential People of 2018";
2019, 2020 Lawrence Best Extreme Athlete Award;
2018 ESPY Best Female Athlete, Best Female Olympian, Best Extreme Sports Female Athlete;
In 2019 and 2021, she won the best extreme sports female athlete
……
According to foreign media reports, after winning several race championships this season, Chloe King has now met the qualification for the Beijing Winter Olympics in the points of the International Snow Federation, and the official roster of the American team will soon be produced. If all goes well, the Beijing Winter Olympics will be the second Winter Olympics for Chloe King.
01
Why are so many brands signing up with Chloe King
We found that even among the talented U.S. team, Chloe King's sponsors could still rank high. This is not only because she is a favorite to win the championship, the winner of the PyeongChang Winter Olympics, but also because she has extremely high talent and potential.
Arguably, Chloe King is a snowboard prodigy. Born in 2000, she started skiing at the age of 4, began competing in the country at the age of 9, made her debut at the professional X Games and won a silver medal in 2014, and has won medals in every X Games she has played since then. Although she missed the Sochi Winter Olympics because she was not old enough, since then, many sponsors have begun to "bet".
At the PyeongChang Winter Olympics, she won the gold medal in the snowboard U-shaped field by an absolute advantage, becoming the youngest Olympic champion in snowboarding in history.
Chloe King won the PyeongChang Winter Olympics
Moreover, Chloe Kim's parents are from South Korea, as a Korean, and won the championship in South Korea, Chloe Kim naturally received the attention of Korean media and sponsors, and the Korean media at that time regarded him as a member of his own and as the pride of his country. Long before she won the Olympic championship, there were brands from South Korea, such as Samsung and Laneige, who signed sponsorship contracts with this "ice and snow potential stock".
In 2019, Chloe King shot an ad for Ranji
Of course, Chloe King's success is also inseparable from the American snowboarding tradition. Some people have analyzed that if Chloe Kim can join the Korean nationality, then her honor and commercial value may be able to go to a higher level, and more Korean companies may flock to her, but she may not necessarily maintain such a high level of training and competitive status. Here's a quick list of the success of skiing in the United States:
Reason 1: It has a long history. Snowboarding is a "native sport" that originated in the United States in the 60s, when it was at the climax of Western counterculture, and in skiing, doubleboarding is the tradition, so many young people will choose to use snowboarding to show their "deviance".
Reason two: outstanding achievements. According to the statistics of the winter Olympic historical medal table, the U.S. team has won 31 medals in the snowboard event, ranking first among various countries, which also reflects that the United States has a strong monopoly and deep talent reserves in this project.
Reason three: the environment is suitable. The United States has a large number of high-quality natural snow fields, providing an excellent development environment for winter sports. Moreover, American street culture has a similar core to the "freedom" that snowboarding aspires to, so snowboarding is also very popular in the United States.
There are always some similarities between quality sports athletes and off the field, we find that she also has the qualities of an "idol". For example, after winning the Winter Olympics in Pyeongchang, Chloe King was on the cover of Sports Illustrated, and then, in March 2018, Barbie launched a limited edition heroine Barbie, which featured Chloe King.
The second from right is Chloe King
After winning the PyeongChang Winter Olympics, Chloe King received an acceptance letter from Princeton University. Before that, in order to prepare for the Winter Olympics, she went to home school for a long time, so she had a strong vision for campus life. After receiving an offer from Princeton, Chloe King suspended the 2019-2020 season in order to focus on her studies, but after returning to the game in January 2021, she still won the X Games championship.
02
Who are Chloe King's sponsors?
We noticed that at present, on Chloe King's snowboard, there are always logos of well-known brands such as Devil's Claw, Nike, and Toyota. We'll take a more detailed look at her personal sponsors.
▋ Monster Energy
Monster Energy energy drinks, part of Monster Beverage Corporation, were founded in 2002 and will account for nearly 39 percent of the $5.7 billion U.S. energy drink market by 2020, second only to Red Bull. Monster Energy is known for sponsoring and supporting extreme sports events, sponsoring skis, BMX, motorcycles and many other athletes and events. The cooperation between the Claw and Chloe King began when she was 14 years old.
Chloe King's introduction page
▋Nike
Founded in 1964 and officially renamed Nike in 1971, Nike is the world's largest provider of sneakers and sportswear. It has sponsored numerous athletes and sports teams around the world. In 2016, Chloe King officially announced that he was a member of Nike's endorsement of the "big family".
Chloe King announces his joining the Nike family
▋Toyota USA
Company Profile: Founded in 1937, Toyota Motor Corporation is a world-renowned automobile manufacturer. Toyota is also a founding sponsor of the DewTour, a nearly decade-long champion of winter extreme sports.
In 2016, Chloe King joined Team Toyota Roster, which is also Chloe King's exclusive automotive partner. In Toyota's view, the partnership marks a continuation of Toyota's athlete sponsorship model introduced in 2006, with Chloe King wearing the Toyota logo on her helmet and snowboard during the competition.
▋Roxy
About the company: ARoxy is an Australian quickSilver brand focused on women's sports, founded in 1990, inspired by surfing world champion Lisa Andersen, initially focusing on women's surfing clothing. Today, Roxy's category has been extended to a full range of outdoor equipment and accessories.
As the first and only dedicated women's sports brand, Roxy has been committed to empowering women for more than three decades, helping women face life's challenges, fulfilling one-of-a-kind dreams, and encouraging female athletes from a variety of disciplines. In 2020, Chloe King officially joined the Roxy team, and Roxy also provided Chloe King with ski equipment and snow suits for training competitions.
Chloe King joins Roxy
▋ Oakley
Company Profile: Oakley, founded in 1975, is a well-known American ski manufacturer, and among the many categories they produce, snow goggles and sports glasses are the most famous.
Before becoming famous in 2014, Chloe King signed with Oakley. At the Pyeongchang Winter Olympics, Chloe King wore Ocakely's Olympic-limited snow goggles.
▋ Manmonth Mountain
Company Profile: Mammoth Mountain is a famous ski resort in the United States. Chloe King joined the Mammoth Mountain Club to start skiing training at the age of 4, and her father later quit his job as an engineer to take her home for 5 hours round trip to Mammoth Mountain for training.
In 2019, Chloe King introduced Mammoth Mountain on her Personal Channel on Youtube
Breitling USA
Company Profile: Founded in Switzerland in 1884, Breitling is known for its chronographs designed specifically for pilots, as a family business and one of the few remaining independent watchmakers in Switzerland. In 2019, Chloe King was officially appointed Ambassador for breitling in the United States.
In addition, according to the link on the official website of the American team, Ranji, Samsung, VISA, Mondelez and other companies have also sponsored or are sponsoring Chloe King.
In addition to extensive business collaborations, she also has a wealth of interests and a colorful off-site life. In 2020, she even starred in the fourth season of "The Masked Singer" and reached the semi-finals, making cameo appearances in many film and television works after becoming an Olympic champion, and has a high popularity on the Internet.
Chloe King's chic look in the fourth season of The Masked Singer
As her sponsor Monster Energy writes on her website, "What can't this girl do!" In the field of sports and entertainment, there seems to be nothing that this post-00 girl can't do, and her future is still very long.
We also look forward to the new generation of ice and snow players, including Gu Ailing and Chloe Jin, to bring us new surprises at the Beijing Winter Olympics.
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