No

by Andrew Siegel

Created on: January 12, 2010   Last Updated: January 13, 2010

Some may jump but ultimately not enough to hurt him.

It wasn't surprising that a staggering 10+ Olympic gold medal winner should pop up in the news for abusing drugs. What was surprising was that unlike every other major athlete walking the gauntlet before him, the drug in question was obviously not of the "performance enhancing" variety. His brief and honest PR handling was right on the mark. With a nation that is growing ever more tolerant of the recreational drug, marijuana now enjoys medicinal status in more than a few states and decriminalization of possession related charges in others. Talks of complete legalization five years ago would probably be confined to an assortment of pro-marijuana organizations and their websites, while today it is beginning to gain traction in more mainstream venues. If not in the Senate and House than at least in the ways law enforcement agencies are looking at it. The D.E.A. (A Federal agency) has actively worked with the legislative bodies legalizing pot  for the purpose of setting safety and regulation guidelines for the drug. Not exactly an open endorsement mind you, but a much bigger nod of the head than many expected. With that in mind it is important to remember that large corporations tend, over any length of time, to do what profits them the most. Michael Phelps has become an international icon, with China even commending his achievement. As such he is far too valuable of a marketing asset to simply let go to waste.However, we cannot make such a sweeping conclusion without taking a look at his endorsements.

Speedo®,  has not dropped him and it seems unlikely that they will. Like all of his other endorsements Speedo® appeared to be content laying back the issue and waiting for a backlash that never came, smart bet on their part. It appears that Michael Phelps's drug bust did not have a negative effect on the company's target demographic nor has it seemed to affect any official public rebuke by the company. Speedo® is not alone in its "look-the-other-way" policy. Visa, PureSport, and Omega have stood by him as well.

The only major endorsement deal Phelps has lost thus far is Kellogg s.  An understandable drop from a wholesome imaged company. Cereals billing themselves as the "Breakfasts of Champions" need the face of champions on their boxes, and you'd have a hard time finding a convincing argument that Michael Phelps is not a champion. Even though the drop was a big hit it seems unlikely that he will be unable to fill the gap.

What's more is that Phelps has become an icon in his own right and can trade on his own name if need be. The expected backlash never came, and is likely to be forgotten about. Then again so will Phelps if he doesn't lay off the weed.

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