Successful athletes often carve out an image of themselves not only as superstars on the field but also as style icons. And brands, who are well aware that fans try and emulate their heroes, do look to capitalize on this in the best way possible. While there are countless examples of this that we could state here, the one that we’ll be diving deep into right now is of Super Bowl champion Patrick Mahomes and hair care giant, Head & Shoulders. 

So what did H&S do? And how successful were they with their campaign? Our latest guest, successful entrepreneur and industry disrupter, Keenan Beasley, broke it down on this week’s EssentiallySports Think Tank podcast, a new and premium thought leadership initiative from us.

Head & Shoulders have long attempted to invoke a sense of pride and emotional attachment that their customers have for their hair. Moreover, they have blended humor into it as they advertise their products. When our host, Trey Holder, quizzed Beasley about the brands that have succeeded in establishing an authentic link between themselves and the athletes, it was no wonder he picked Head & Shoulders to talk about first.

The question that Holder posed was: “What would you consider to be good examples of brands and athletes that you either [were] a part of or that you’ve seen in the past where you felt that true authentic voice is there? It feels authentic to the athlete and the brand.” The former NCAA athlete believed the hair care brand had aced the “funny” marketing strategy as they roped in Mahomes, a new generation star, and paired him up with Troy Polamalu.

Why the Head & Shoulders Ad with Patrick Mahomes and Troy Polamalu really struck a chord?

According to Keenan Beasley, founder of the national nonprofit, Venture Noire Inc., H&S linked themselves and their products with athletes who are known for having glorious hair. While Mahomes represents the modern-day style that the youth follows, Polamalu’s long and curly hair remains iconic for everyone else. In addition, the genius linkage allowed both athletes to come off as authentic, adding to their personality on screen.

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He said, “What Head & Shoulders has done with Troy and now what they are doing with Mahomes. It’s just funny because these guys are known for their hair, right? And the linking. It allows them to have a bit of personality.”

The LA resident also answered why Head & Shoulders has stuck with Polamalu, who retired almost a decade ago but has continued to be the brand’s face. He said, “So I love what Head & Shoulders have done with their athletes and how they kind of kept Troy around for years. Even though in retirement, he is still a part of the brand. It fits so well.”

Genius, isn’t it? Well, this was just one of the tactics that brands now and then use to make themselves more relevant to their targeted audience. And we, at EssentiallySports, with the help of industry experts like Beasley, analyze such brilliant strategies every week. So if you found this interesting, do follow our thought leadership series – EssentiallySports Think Tank.

With this premium initiative, we bring to you the finest brains who talk about strategy, leadership, change, and opportunities in the world of sports content business. Stay tuned for more such inside scoops from our experts.

And don’t forget to tune into this week’s Think Tank episode to watch Beasley get candid on NIL, and give insights as to how Serene Williams and Jamie Foxx helped a $1.26B brand create memories that will stay with their customers forever.