Hair care should not be a problem for the U.S. Synchronized Swimming National Team preparing for the 2012 Summer Olympics. That’s because Infusium 23, a supplier of hair care problem products since 1924 has agreed to be their sponsor.
Today, officials shared more about the partnership, which combines a social media campaign with a national sweepstakes that will be announced in May.
Rick Cutler, Director of Marketing, Idelle (parent company of Infusium 23) says the sponsorship is styled well for success.
“The Infusium 23 brand is a true problem solver for a variety of technical hair issues (e.g., hair-coloring, frizz, etc.). We feel that this highlights two strong aspects of this partnership. 1. We believe in strong, healthy hair, high performance, and quality. The team truly embodies these values. 2. Not only are these athletes at the peak of physical fitness, their routines are some of the most difficult, technical applications within sports. This mirrors the uniqueness and strength of the technical components (i-23 complex) of our products,” said Cutler.
USA Synchro’s mission not only focuses on female leadership, development, and empowerment within the organization, but the sport itself requires endurance, strength, and control while under pressure.
“With the number of hours our athletes spend training in the water, their hair can take a beating,” says Terry Harper, USA Synchro’s Executive Director.
“Infusium products exemplify high quality, high performance, and excellence, which is what each of our athletes strives for every day. This partnership between Infusium and us is a great fit,” said Harper.
USA Synchro is a not-for-profit organization that services the sport at all levels. The national team, comprised of ten women, has represented the U.S. in the Olympics since 1996. In 2011, USA Synchro won the silver medals in both the team and duet competitions at the Pan American Games in Guadalajara, Mexico. The team is currently training for the Olympic Qualification Tournament in London, April 18-22.
“It is an honor to work with and support women of this caliber,” says Rick Cutler, Marketing Director at Idelle Management Company. “Each of these athletes, individually and as a team, embodies the values of passion, drive and spirit that are important to us as a brand. We are proud to align with an organization that mirrors our ideals.”
Speaking of the Infusium 23 brand, the sponsorship’s marketing campaign officially gets underway next month.
“We’ll be launching a Sweepstakes for two to be Honorary Captains of the US Synchronized Swim team this summer in London. We’ll also employ a variety of social media tactics that will feature matching the team members’ hair types to Infusium 23 product ranges, as well as video components and other applications,” said Cutler.