Allyson Felix: Empowering Female Athletes on and off the Track
| Case Code: LDEN181 Case Length: 15 Pages Period: 2018-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization : Saysh Industry :Retailing Countries : United States Themes: Change Management, Leading Change, Starting New Ventures, Women Entrepreneurs |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
The Tussle With Nike
Allyson’s 2007 and 2009 victories at the IAAF World Championships in Athletics led to Nike signing a sponsorship contract with her. From 2010 to 2017, Allyson was sponsored by Nike for sports events worldwide and she went on to clinch several coveted titles and medals..
Allyson Joins Athleta
After Allyson quit Nike, Wes began looking for another sponsor for her. Allyson wished to partner with a brand which made women the focus of their business. In July 2019, Athleta approached Allyson to join its brand not just for her professional achievements but also for speaking about the challenges faced by new mothers..
The Genesis of Saysh
While Athleta would be the official apparel sponsor of Allyson, Wes was concerned that she had no footwear sponsor for the upcoming 2020 Olympics in Tokyo. One day, it suddenly occurred to Wes that he and Allyson could develop their own sneakers. According to Wes..
Allyson – The Change Agent
After Allyson shared her Nike pregnancy story, the sportswear manufacturer came in for huge criticism from several quarters for its maternity policies for female athletes. Consequently, in August 2019, Nike came out with a new maternity policy under which the company could not cut pay based on performance of the pregnant athletes for a consecutive period of 18 months, beginning 8 months before the due date of the athlete..
Tahiry Honko Carbon Project
Under the Blue Forest initiative, BV launched the ambitious and innovative Tahiry Honko (meaning preserving mangroves in local Vezo dialect), the world’s largest mangrove carbon conservation project in the Bay of Assassins, southwest Madagascar..
Launching Saysh One
In June 2021, Saysh released its first shoe, the Saysh One, which was available for pre-order on the company’s website for US$150. In addition to this, fans could also subscribe to Saysh’s membership-based community called the ‘Saysh Collective’, which offered workout videos by Allyson and other members. The annual membership cost to subscribe to the community was US$150 and users could also get a monthly pass for US$10..
Allyson’s Amazing Victory
While launching her own brand of sneakers by women for women was an achievement for Allyson, her victory at Olympic became an exhilarating experience for her. On August 6, 2021, Allyson won a bronze medal in the 400-meter race at the Olympic Games in Tokyo, which made her the most decorated female track Olympian in the world..
Looking Ahead
In August 2021, Allyson featured in an advertisement by computing and gaming brand Logitech titled, ‘Defy Logic’ wherein she promoted her shoes from Saysh (See Exhibit V for Logitech’s ‘Defy Logic’ advertisement).
Exhibits
Exhibit I: List of Medals Won by Allyson
Exhibit II: Athleta’s Deal with Allyson
Exhibit III: Saysh Logo
Exhibit IV: Sports Illustrated’s List of Most Unrelenting Women in Sports (2020)
Exhibit V: Logitech’s ‘Defy Logic’ Ad
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