Amputee Advertising

Stepping Forward: Advertising & The Amputee Athlete

Copyright Nike

Paralympians Break The Ad Barrier was the title of a BusinessWeek article published in 2008. Just in the recent past, only three years ago, disabled athletes were granted a small advertising foothold of endorsements and sponsorships mostly dominated by gold medal Olympians. Major marketers including Visa and McDonalds, both longtime supporters of disability advocacy and awareness, wove compelling stories of disabled athletes into their general marketing campaigns centered around the 2008 Olympic games. Antonio Lucio, Visa’s chief marketing officer said, “The person we decided to feature, Cheri Blauwet, is not just a Paralympic athlete but an incredible female role model.” Continue reading