In a sea of sponsored athletes, there is a growing movement of unsponsored runners making waves at the U.S. Track & Field Olympic Trials. These athletes, a total of 35, are part of Bandit Running’s Unsponsored Project, which aims to challenge the traditional sponsorship model in professional sports. Instead of donning the logos of major brands, these athletes are clad in all-black, logo-less gear provided by Bandit Running, along with short-term endorsement deals. Through this unique initiative, Bandit Running is offering a new perspective on athlete support and brand sponsorship.
Bandit Running’s co-founder, Tim West, envisions a sponsorship model that focuses on uplifting amateur and sub-elite athletes, rather than solely investing in established stars. By providing unbranded apparel, a platform, and financial support, Bandit Running is giving unsponsored athletes a chance to shine on a national stage. These two-week deals serve as a stepping stone for athletes hoping to secure long-term sponsorships, while also highlighting the need for more inclusive and supportive sponsorship practices in the sports industry.
For athletes like Courtney Okolo, a 400-meter runner and former Nike-sponsored athlete, the Unsponsored Project represents a lifeline in a competitive and financially demanding sport. Okolo acknowledges the challenges of competing without a sponsorship, noting the high costs associated with training, travel, and competition. The support provided by Bandit Running gives athletes like Okolo a sense of community and empowerment, allowing them to focus on their performance without the added pressure of financial constraints.
Brandee Johnson, a 26-year-old track athlete juggling multiple jobs to pursue her Olympic aspirations, found solace in the Unsponsored Project. By joining forces with Bandit Running, Johnson is not only pursuing her athletic goals but also aligning herself with a movement that embodies positivity and support. The project serves as a reminder that success in sports is not solely dependent on corporate sponsorships but also on resilience, determination, and a strong community of like-minded individuals.
As the Unsponsored Project continues to gain momentum, it challenges the existing narrative surrounding athlete endorsements and sponsorships. By reimagining the ways in which brands support emerging talent, Bandit Running is paving the way for a more inclusive and equitable sports industry. Through their innovative approach to athlete sponsorship, Bandit Running is not only changing the game for unsponsored athletes but also reshaping the future of sports sponsorship as a whole.