In times led by digital presence, it has been important for organizations to establish their image online. This has extended to include sports and entertainment industries to hook the audience against the practice of changing trends and wavering attention. Elmo’s recent appearance and the US figure skating team’s response sparked by happenings over the past few days highlighted just that.

The past few days have adorned a bittersweet atmosphere for the figure skating industry. Following years of battle and discussions on a doping case involving Russian figure skater, Kamila Valieva, the CAS recently announced its decision on a 4-year ban for the 17-year-old. The action meant a win for the US figure skating team and the authorities have left no chance to express their approval.

US Figure Skating lets its happiness flow on social media

The popular Sesame Street character, Elmo, recently took to X to check in on his nearly 500 thousand followers. However, the response proceeded to include a number much higher than that. “Elmo is just checking in! How is everybody doing?” the post read and in about 24 hours, it recorded 137 million views. The numbers were inclusive of Buffalo Wild Wings, Chipotle, Shake Shack, and, of course, US Figure Skating. “Thanks for asking Elmo! Actually just got our Olympic gold medals so we’re doing GREAT.” The US responded.

“This is certainly a unique moment… Elmo has connected with audiences in big ways,” says Aaron Bisman, vice president of Audience Development at Sesame Workshop. The responses went on to include whinings, banter, crisis explanations, and more. However, for US Figure skating, the days have been of rainbows and butterflies.

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Years of waiting delivers results

Back in December 2021, Russian figure skating star, Kamila Valieva tested positive for illegal drug trimetazidine. The results went on to hinder her performance and subsequent medal allocations at the 2022 Beijing Olympics. While team Russia held the first position under the 17-year-old’s lead, the USA, Canada, and Japan followed next. However, as per CAS’s announcement on Monday, Valieva’s results were to be dismissed, meaning the US now had the gold.

Nathan Chen and Team USA Finally Get Justice After 2 Years as Kamila Valieva Gets Banned

“Have been eagerly awaiting this decision for two years,” US Olympic & Paralympic Committee CEO Sarah Hirshland said in a statement. “Their [US figure skating athletes] moment is approaching, and when it arrives, it will serve as a testament to the justice and recognition they truly deserve,” she further added. Kamila Valieva will now face a ban until December 2025 while having the rest of her competitive results dismissed.

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