Lamar Odom
is an American professional basketball forward currently with the Dallas
Mavericks of the National Basketball Association (NBA). Some of Odom’s earlier endorsement deals are
with Powerbar Energy Blast, Samsung Mob!le and served as the national spokesman
for Life Insurance Awareness Month. Odom was appearing on the public service
announcements for the nonprofit Life and Health Insurance Foundation for
Education (LIFE). I believe the reason he
was chosen for these endorsements were due to his level of exposure with the
NBA. As well as, “shaping the consumer attitudes toward their products and
associate their product with a particular lifestyle.” (Pedersen, Miloch &
Laucella, 2007). Another endorsement of
Lamar Odom was the Power Balance bracelets, which are silicone wristband that
boasted the ability to tap into the body’s energy field to improve balance,
strength and flexibility. He was chosen for this endorsement based upon his
athleticism and the bracelet is supposed to give you an advantage. Odom found
that the bracelet was a flux; the company used his athletic appeal to market
the Power Balance bracelets to ensure their investment with athletes.
A current
endorsement Lamar Odom has is with the Wonderful Pistachios – Get Crackin’! who
appears with his wife, Khloe Kardashian. This product is advertised as in a
black bag with bright green labeling, and using this couple is a great way to
add exposure to their product. My belief of the reason Odom supported this
endorsement is because he is an athlete who loves to snack, as well as
promoting a delicious and healthy snack will boost and uplift his brand image
since he was traded to the Dallas, Mavericks. http://www.youtube.com/watch?v=ciCdz8irrtk
Lamar’s
growing popularity is through his wife Khloe Kardashian, who appears frequently
on “Keeping up with the Kardashian” and “Kourtney & Kim Take New York” family
reality shows where he occasionally appears as well. Lamar and Khloe now have their own reality
show called “Khloe and Lamar!”
Reference:
Pedersen,
Paul M., Miloch, Kimberly S. & Laucella, Pamela C. (2007). Sport Strategic Communication. United
States; Library of Congress Cataloging-in-Publication Data.
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