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I'm sure by now you've read all about the Blackout surrounding the Olympics. Or you've just heard the term thrown around without quite knowing what it means, or why it matters. I won't reinvent the wheel here, there have been some great articles written about the Blackout. What it means for brands and more importantly what it means for athletes and their sports. Especially what we might call, 'lower income' sports like Track and Field where it is truly hard to make a decent living.
WHAT IS THE BLACKOUT?
Basically from July 18th - the end of the Olympics the athletes can't promote the brands that sponsor them, and the brands can't promote their athlete. Unless of course, the athlete is sponsored by Nike or possibly Adidas or another 'official' Olympic sponsor. Of which there are very few. That means that Amy Hastings, despite being sponsored by Brooks can't wear Brooks shoes on the podium if she takes a medal. She'll be doled out a pair of Nikes.
WHY DOES THE BLACKOUT MATTER?
Big deal, right? Yeah it is a big deal and here's why. Athletes in this sport aren't your NBA, NFL players with a house on Cribs (that's still a thing, right? no?) they are often working a day job, training 5 hours a day and struggling to buy food. They finally land a sponsor and get to train full time (if they are lucky), if it's a smaller company it can be a big percentage out of marketing dollars to sponsor a talent. Then when this athlete in, say, the 10,000m finally makes it to a world stage with <gasp> NBC coverage! Sorry, you're out. Nike is in. And not only is your athlete wearing head to toe Nike, but you are silenced and so is your athlete. Not a word about the sponsors that have helped them reach their goals. Unless, again it's Nike or another official Olympic sponsor.
Let's be cynical business people for a moment. Hard, I know. Because we are all guts and heart for the sport. But why, why would you as a company spend money to sponsor an athlete that gets minimal media coverage until the Olympics? AND at said Olympics they can't wear your gear, talk about your gear and you can't talk about them?
ATHLETES AGAINST BLACKOUT
Runner's World did a great job of breaking down what the USOC Guidelines mean for athletes here. It's easy to see that the guidelines don't work in the athletes or sports best interest. The article includes ways athletes are working for change like Adam Nelson who is calling for all competitors to go barefoot on the podium. Read more about his Barefoot Revolution here.
Sanya Richards-Ross is another strong advocate for change in how athletes are supported. She has been very vocal about how she feels on Twitter. Although Sanya is sponsored by Nike and perhaps earns a lucrative paycheck, she sees the others around her who don't. She sees the unlevel playing field and knows it's hurting the sport she loves.
WHAT CAN WE DO TO AFFECT CHANGE?
As you know Oiselle doesn't have an athlete in the Olympics (someday), but we love this sport and have tried to think of a creative, positive way to combat the Blackout. Here's what we came up with: during the athletes' events we all tweet out to their Blacked-Out sponsors. Like when Lolo is racing, you take a picture of yourself sipping a RedBull and Tweet "Hey @RedBull thanks for sponsoring @LoloJones. You both rock! #bsblackout" Or when Amy Hasting is running Tweet "@BrooksRunning thanks for supporting @HastyHastings! You let strong women #RunHappy!! #noblackout"
You don't know who everyone's sponsors are? For shame! I'm kidding, this took HQ about 3 days to pull together but we have it! All the athletes and Blacked-Out sponsors along with when they are actually running in London and when it will be aired on NBC (both in PST time). And there is also a printable version here for your convenience. (Lord help me the NBC schedule is confusing as it gets, so here's the link including hours of misc. track events: NBC Olympic Schedule. And the official Olympic schedule here to find qualifying heats and more.) Also follow along with @oiselle and/or #bsblackout #noblackout and you'll be in the know.
Note: we did the best we could finding all sponsors, if you're in the know and we have something wrong let us know!
100m
|
Athlete |
Sponsors |
Event Time (London) |
Event NBC Air Time (PST) |
|
Justin Gatlin @justingatlin |
Final 4:50pm (8/5) |
Final 7:00pm - 12:00am (8/6) |
|
|
Tyson Gay @tysonlgay |
TDK (@tdkamerica), Gillette (@Gillette), Ask Listen Learn (@AskListenLearn), EAS Sports Nutrition (@EASBrand), Adidas (@adidasrunning)* |
Final 4:50pm (8/5) |
Final 7:00pm - 12:00am (8/6) |
|
Ryan Bailey |
Nike (@Nike)* |
Final 4:50pm (8/5) |
Final 7:00pm - 12:00am (8/6) |
|
Carmelita Jeter @carmelitajeter |
Susan G. Komen (@KomenfortheCure), Doc Dossmon (@Lbsportsdoc) |
Final 4:00pm (8/4) |
|
|
Tianna Madison @teamtianna |
Saucony (@saucony #findyourstrong) |
Final 4:00pm (8/4) |
|
|
Allyson Felix @allysonfelix |
Final 4:00pm (8/4) |
|
200m
|
Wallace Spearmon |
Final 3:55pm (8/9) |
8:00pm - 12am (8/10) |
|
|
Maurice Mitchell @swift_reece |
Nike (@Nike)* |
Final 3:55pm (8/9) |
8:00pm - 12am (8/10) |
|
Isiah Young |
|
Final 3:55pm (8/9) |
8:00pm - 12am (8/10) |
|
Sanya Richards-Ross @sanyarichiross |
BP (@BP_America), BMW (@BMWGroup), Citibank (@Citibank), Nike (@Nike)* |
Final 4:00pm (8/8) |
|
|
Allyson Felix @allysonfelix |
Gatorade (@gatorade), Accuvue |
Final 4:00pm (8/8) |
|
|
Carmelita Jeter @carmelitajeter |
Susan G. Komen (@KomenfortheCure), Doc Dossmon (@Lbsportsdoc), Nike (@Nike)* |
Final 4:00pm (8/8) |
|
400m
|
LaShawn Merritt @lashawnmerritt |
O.N.E. Coconut (@onecoconut), Nike (@Nike)* |
Final 4:30pm (8/6) |
|
|
Tony McQuay @mcquay_runs |
Adidas (@adidasrunning)* |
Final 4:30pm (8/6) |
|
|
Bryshon Nellum @bnellum1 |
|
Final 4:30pm (8/6) |
|
|
Sanya Richards-Ross @sanyarichiross |
BP (@BP_America), BMW (@BMWGroup), Citibank (@Citibank), Nike (@Nike)* |
Final 4:10pm (8/5) |
|
|
DeeDee Trotter @dtrott400m |
Saucony (@saucony #findyourstrong) |
Final 4:10pm (8/5) |
|
|
Francena McCorory @therealmccorory |
Adidas (@adidasrunning)* |
Final 4:10pm (8/5) |
|
800m
|
Nick Symmonds @nicksymmonds |
Melaleuca, The Wellness Company, OTC Elite (@OregonTCElite), Hanson Dodge Creative (@hansondodge), MuscleFoot (@Muscle_Foot), Nike (@Nike)* |
Final 3:00pm (8/9) |
Final 9:00am-9:30am (8/6) |
|
Tony McQuay |
Adidas (@adidasrunning)* |
Final 3:00pm (8/9) |
Final 9:00am-9:30am (8/6) |
|
Duane Solomon |
Saucony (@saucony #findyourstrong) |
Final 3:00pm (8/9) |
Final 9:00am-9:30am (8/6) |
|
Khadevis Robinson @khadevis |
AdvoCare (@advocare_com), Nike (@Nike)* |
Final 3:00pm (8/9) |
|
|
Alice Schmidt |
Nike (@Nike)* |
Final 3:00pm (8/11) |
|
|
Alysia Montano @alysia800 |
Final 3:00pm (8/11) |
|
|
|
Geena Gall @geenagall |
OTC Elite (@OregonTCElite), Nike (@Nike)* |
Final 3:00pm (8/11) |
|
1500m
|
Leonel Manzano @leomanzano |
Nike (@Nike)* |
Final 4:15pm (8/7) |
|
|
Andrew Wheating @andrewwheating |
Nike (@Nike)* |
Final 4:15pm (8/7) |
|
|
Matthew Centrowitz @mattcentrowitz |
Nike (@Nike)* |
Final 4:15pm (8/7) |
|
|
Morgan Uceny |
Adidas (@adidasrunning)* |
Final 3:55pm (8/10) |
Final 9:00am-9:30am (8/6) |
|
Shannon Rowbury @shannonrowbury |
The Olympic Club (@theolympicclub), Athletes Honey Milk (@corepower), Nike (@Nike)* |
Final 3:55pm (8/10) |
Final 9:00am-9:30am (8/6) |
|
Jenny Simpson @trackjenny |
New Balance (@NBRunning) |
Final 3:55pm (8/10) |
Final 9:00am-9:30am (8/6) |
3000m Steeplechase
|
Evan Jager |
Nike (@Nike)* |
Final 4:25pm (8/5) |
|
|
Donn Cabral |
Nike (@Nike)* |
Final 4:25pm(8/5) |
|
|
Kyle Alcorn |
Nike (@Nike)* |
Final 4:25pm (8/5) |
|
|
Emma Coburn @emmajcoburn |
Student of Colorado University |
Final 4:05pm (8/6) |
|
|
Shalaya Kipp @shalayakipp |
Student of Colorado University |
Final 4:05pm (8/6) |
|
|
Bridget Franek @blfranek |
OTC Elite (@OregonTCElite), Nike (@Nike)* |
Final 4:05pm (8/6) |
|
5000m
|
Galen Rupp @g_rupp |
Nike (@Nike)* |
Final 2:30am (8/11) |
|
|
Bernard Lagat @lagat1500 |
Nike (@Nike)* |
Final 2:30am (8/11) |
|
|
Lopez Lomong @lopezlomong |
Nike (@Nike)* |
Final 2:30am (8/11) |
|
|
Julie Culley |
@njnytc, @nyrr, @Pro_Activity, @Garmin, @usatffoundation, @elliptiGO |
Final 3:05pm (8/10) |
|
|
Molly Huddle @mrsbenny1 |
Saucony (@saucony #findyourstrong) |
Final 3:05pm (8/10) |
|
|
Kim Conley @kimconley |
New Balance (@NBRunning) |
Final 3:05pm (8/10) |
|
10,000m
|
Galen Rupp |
Nike (@Nike)* |
4:15pm (8/4) |
LIVE! 4:15pm |
|
Matt Tegenkamp @matttegenkamp |
Nike (@Nike)* |
4:15pm (8/4) |
LIVE! 4:15pm |
|
Dathan Ritzenhein @djritzenhein |
Nike (@Nike)* |
4:15pm (8/4) |
LIVE! 4:15pm |
|
Amy Hastings @hastyhastings |
Brooks (@brooksrunning) |
4:25pm (8/3) |
3:30pm-4:00pm (8/3) |
|
Lisa Uhl |
OTC Elite (@OregonTCElite), Nike (@Nike)* |
4:25pm (8/3) |
3:30pm-4:00pm (8/3) |
|
Janet Bawcom @janetruns |
Nike (@Nike)* |
4:25pm (8/3) |
3:30pm-4:00pm (8/3) |
Marathon
|
Meb Keflezighi @runmeb |
Sketchers GOrun (@SketchersUSA), PowerBar (@PowerBar), Sony (@sony), Generation UCAN (@GenUCAN), CEP Compression Socks (@CEPCompression), Citibank (@Citieverystep), New York Athletic Club (@NYACTrack_Field), Garmin (@Garmin), Oakley (@Oakley), Foot Locker (@FLRun) |
Final 6:00am (8/12) |
Live! |
|
Ryan Hall @ryanhall3 |
Asics (@ASICSAmerica), Nissan (@NissanNews), Competitor Group, Cytomax (@cytomax), Vizio, Oakley (@oakley) |
Final 6:00am (8/12) |
Live! |
|
Abdi Abdirahman @abdi_runs |
Nike (@Nike)* |
Final 6:00am (8/12) |
Live! |
|
Shalane Flanagan @shalaneflanagan |
Nissan (@NissanNews), AlterG (@alter_g), Hypoxico (@hypoxico), Gatorade (@gatorade ), Nike (@Nike)* |
Final 6:00am (8/5) |
|
|
Desiree Davila @des_davila |
Brooks-Hansons (@brooksrunning) |
Final 6:00am (8/5) |
|
|
Kara Goucher |
Nutrilite (@nutrilitehealth), Phiten (@Phiten), Competitor Group, Nike (@Nike)* |
Final 6:00am (8/5) |
|
100m hurdles
|
Aries Merritt @amhurdlestar |
Reebok (@Reebok) |
Final 4:15pm (8/8) |
|
|
Jeff Porter @teamporter2012 |
Reebok (@Reebok) |
Final 4:15pm (8/8) |
|
|
Dawn Harper @dharp100mh |
Playmaker Images (@PlaymakerImages), Foot Mate System (@Footmate), Nike (@Nike)* |
Final 4:15pm (8/8) |
Final 9:00am-9:30am (8/6) |
|
Kellie Wells @kelliewellz |
Oxygen 4 Energy (@Oxygen4Energy1), EFX Performance (@EFXusa), Rival Us (@RIVALUS), Nike (@Nike)* |
Final 4:00pm (8/7) |
Final 9:00am-9:30am (8/6) |
|
Lolo Jones @lolojones |
Asics (@ASICSAmerica), Red Bull (@RedBull), Oakley (@oakley), Twin Lab (@Twinlab_Fuel) D.I.S.C. (@DISCmd), FloraGLO lutein (@FloraGLO) |
Final 4:00pm (8/7) |
Final 9:00am-9:30am (8/6) |
400m hurdles
|
Michael Tinsley @mr400hurdles |
Adidas (@adidasrunning)* |
Final 3:45pm (8/6) |
|
|
Angelo Taylor @angelo_taylor |
Nike (@Nike)* |
Final 3:45pm (8/6) |
|
|
Kerron Clement @kerronclement |
Nike (@Nike)* |
Final 3:45pm (8/6) |
|
|
Lashinda Demus @lashindademus |
Final 3:45pm (8/8) |
|
|
|
Georganne Moline |
Student at University of Arizona |
Final 3:45pm (8/8) |
|
|
T’erea Brown @tereabrown |
Adidas (@adidasrunning)* |
Final 3:45pm (8/8) |
|
High Jump
|
Jamie Nieto @jamienieto |
Home Depot (@HomeDepot), Custom Sports Cards (@Sports_Card) |
Final 2:00pm (8/7) |
|
|
Erik Kynard @erik_kynard |
Student at Kansas State University |
Final 2:00pm (8/7) |
|
|
Jesse Williams @jessehj1 |
OTC Elite (@OregonTCElite), Nike (@Nike)* |
Final 2:00pm (8/7) |
|
|
Chaunte Lowe @chauntelowe |
Nike (@Nike)* |
Final 2:00pm (8/11) |
|
|
Brigetta Barrett @bebe3114 |
Student at University of Arizona |
Final 2:00pm (8/11) |
|
|
Amy Acuff |
Asics (@ASICSAmerica) |
Final 2:00pm (8/11) |
|
Pole Vault
|
Brad Walker @skywalkerpv |
Sheex (@sheex), D.I.S.C. (@DISCmd), UCS Spirit, Nike (@Nike)* |
Final 2:00pm (8/10) |
|
|
Jeremy Scott @elgrandeusa |
Bell Athletics, Elkhorn Valley Bank, Gill Athletics (@GillAthletics), Norfolk Iron & Metal, Power Computing Inc., Nike (@Nike)* |
Final 2:00pm (8/10) |
|
|
Derek Miles |
Pacer FX Poles, Active Spine SD (@ActiveSpineSD), Family Wellness SF (@FamilyWellsSF), Nike (@Nike)* |
Final 2:00pm (8/10) |
|
|
Jenn Suhr @jennsuhr |
Adidas (@adidasrunning), Nutrilite (@nutrilitehealth) |
Final 2:00pm (8/6) |
|
|
Becky Holliday |
New Balance or Asics |
Final 2:00pm (8/6) |
|
|
Lacy Janson |
Nike (@Nike)* |
Final 2:00pm (8/6) |
|
Long Jump
|
Marquise Goodwin @flashgoodwin |
Student at University of Texas |
Final 2:55am (8/4) |
|
|
Will Claye @willie_claye |
DoMark International, Nike (@Nike)* |
Final 2:55am (8/4) |
|
|
George Kitchens |
|
Final 2:55am (8/4) |
|
|
Brittney Reese @daljbeast |
|
Final 3:05pm (8/8) |
|
|
Chelsea Hayes @datgirlchels_27 |
student |
Final 3:05pm (8/8) |
|
|
Janay Deloach @janaydeloach |
Final 3:05pm (8/8) |
|
Triple Jump
|
Christian Taylor @taylored2jump |
Li-Ning (@LiNingUSA) |
Final 2:20am (8/9) |
|
|
Will Claye @iwill18__ |
Nike (@Nike)* |
Final 2:20am (8/9) |
|
|
Amanda Smock @ajtsmock |
New York Athletic Club (@NYACTrack_Field) |
Final 2:35am (8/5) |
|
Shot Put
|
Reese Hoffa |
New York Athletic Club (@NYACTrack_Field), Nike (@Nike)* |
Final 3:30pm (8/3) |
Final 9:30am-11:00am |
|
Ryan Whiting |
Nike (@Nike)* |
Final 3:30pm (8/3) |
Final 9:30am-11:00am |
|
Christian Cantwell |
Nike (@Nike)* |
Final 3:30pm (8/3) |
Final 9:30am-11:00am |
|
Jill Camarena-Williams |
New York Athletic Club (@NYACTrack_Field), Nike (@Nike)* |
Final 2:15am (8/6) |
|
|
Michelle Carter |
Nike (@Nike)* |
Final 2:15am (8/6) |
|
|
Tia Brooks |
|
Final 2:15am (8/6) |
|
Hammer Throw
|
Kibwe Johnson |
Nike (@Nike)* |
Final 3:20pm (8/5) |
Final 12:35am - 1:35 (8/6) |
|
A.G. Kruger |
Nike (@Nike)* |
Final 3:20pm (8/5) |
Final 12:35am - 1:35 (8/6) |
|
Amber Campbell
|
Sports Doctors Inc, Blog Donations, Nike (@Nike)* |
Final 2:35am (8/10) |
|
|
Amanda Bingson |
Student |
Final 2:35am (8/10) |
|
|
Jessica Cosby |
Nike (@Nike)* |
Final 2:35am (8/10) |
|
Javelin Throw
|
Craig Kinsley @craigkinsleyusa |
Us Athletic Trust, John Belltto (massage), FitzsFilms |
Final 2:20am (8/11) |
|
|
Sean Furey |
Mizuno (@Mizuno_Running) |
Final 2:20am (8/11) |
|
|
Cyrus Hostetler @chostetler15 |
OTC Elite (@OregonTCElite) - works as graphic designer |
Final 2:20am (8/11) |
|
|
Rachel Yurkovich @rachy1022 |
Nike (@Nike)* |
Final 4:00pm (8/9) |
|
|
Brittany Borman @borman_track |
Nike (@Nike)* |
Final 4:00pm (8/9) |
|
|
Kara Patterson @karathrowsjav |
Asics (@ASICSAmerica) |
Final 4:00pm (8/9) |
|
Decathlon/Heptathlon
|
Ashton Eaton @ashtonjeaton |
OTC Elite (@OregonTCElite), Nike (@Nike)*, |
Medal 4:20pm (8/9) |
|
|
Trey Hardee @treyhardee |
Nike (@Nike)* |
Medal 4:20pm (8/9) |
|
|
Hyleas Fountain @hept_chic |
Nike (@Nike)* |
Medal 4:20pm (8/9) |
|
|
Rachel Yurkovich @rachy1022 |
Nike (@Nike)* |
|
|
|
Sharon Day |
Asics (@ASICSAmerica) |
|
|
|
Chantae McMillan @chan_taemac |
|
|
* We now include Adidas and Nike in our sponsors list. The reason they weren't included in round 1: Adidas is an official sponsor in UK and Nike is also approved footwear and apparel. For instance Brooks won't be allowed on the podium, instead the athlete will be wearing Nike (source Runner's World article). Therefore they aren't an underdog, so to speak, in need a voice. But absolutely worth mentioning, as we're seen so far there is confusion around this #rule40.
