Jun 26, 2012
Sunday saw cause for celebration as sprinter James Ellington made it into the fray for Team GB for London’s 2012 Olympic games having won the Aviva 200 metre final in Birmingham.
It’s not been an easy journey for the London boy who had to resort to putting himself on eBay to raise the cash required to dedicate the necessary attention and focus to his Olympic training.
The winning eBay bid turned out to be a hoax and James Ellington was left without the financial backing he so badly needed. That was until Will King of King of Shaves stepped in to save the day and give James the money he badly needed so he could focus on Olympic success.
Fast forward to June 2012 and James Ellington is now a bona fide member of the Great British team hoping to achieve Olympic gold in just a few weeks.
But this isn’t the first time that Will King has demonstrated an eye for talent. Way back in 2006 he sponsored John Terry, a time before he rose to prominence as England Captain.
The partnership lasted just over 2 years, at a time when Terry was still perfecting his craft and skills that would take him to Champions League success with Chelsea.
It’s clear that it can be a clever move for brands to support grass roots talent and align themselves with people they think they could have a fruitful partnership with.
As with James Ellington, he’s gone from struggling with the pressures of life to being able to focus all of his efforts on his training which has naturally led to an improvement in his performances. What’s more, as James grows, so does the feeling of unity and mutual admiration between brand and star and in this my friends we have a match made in heaven and one that brands are wise to open up to.
Here’s to Will King’s next find.
Filed Under News