At this year’s U.S. Track & Field Olympic Trials, a group of 35 unsponsored athletes are making a statement by wearing all-black, logo-less gear provided by Bandit Running’s Unsponsored Project. This initiative aims to challenge the standard sponsorship model for professional athletes in track and field by offering short-term endorsement deals to up-and-coming competitors. Instead of athletes having to purchase their own apparel bearing the logos of major brands, Bandit Running provides them with unbranded kits, warmups, and essential cash to cover expenses during the trials.
Tim West, co-founder of Bandit Running, envisions a new sponsorship model that involves brands allocating a portion of their budget to support amateur and sub-elite athletes to help grow the sport. By lifting up the bottom tier of athletes, the entire sport can benefit from increased competition and talent development. The 35 two-week endorsement deals offered by Bandit Running come with a built-in release clause, allowing athletes the flexibility to explore traditional sponsorship offers that may come their way during the trials.
For athletes like Courtney Okolo, a 400-meter runner and former Nike-sponsored athlete, competing without a sponsorship can be financially challenging. The costs associated with training, traveling to competitions, and purchasing gear can quickly add up, making it difficult for unsponsored athletes to sustain their athletic pursuits. Okolo acknowledges that while she was able to support herself using money earned from her previous sponsorship, many athletes in the sport do not have such resources available to them, forcing them to juggle multiple jobs while training to achieve their Olympic dreams.
Brandee Johnson, a 26-year-old unsponsored track athlete who qualified for the Olympic trials, represents the struggle that many athletes face in balancing training with financial responsibilities. In her case, she works multiple jobs and a side gig to support her training while pursuing her Olympic aspirations. Joining the Unsponsored Project has provided Johnson with a sense of comfort and support, allowing her to focus on her training and performance without the added pressure of securing a traditional sponsorship.
Bandit Running’s Unsponsored Project is reshaping the way athletes are supported in the competitive world of track and field. By providing short-term endorsement deals, unbranded apparel, and essential financial support, the project offers a lifeline to unsponsored athletes who are striving to make their mark in the sport. As the project gains momentum and recognition, it has the potential to inspire other brands to rethink their sponsorship strategies and invest in the growth and development of amateur and sub-elite athletes. As athletes like Courtney Okolo and Brandee Johnson continue to pursue their Olympic dreams with the backing of the Unsponsored Project, the future of the sport looks brighter and more inclusive for athletes at all levels of competition.
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