Sat Feb 14 16:40:00 UTC 2026: Headline: Missed Olympic Endorsement Deal Haunts Waco Advertising Executive Years After Apolo Ohno’s 2002 Triumph
The Story:
In 2002, following the Salt Lake City Winter Olympics, Apolo Ohno’s success as a short track speedskater, including winning gold and silver medals, presented a significant endorsement opportunity. John Fletcher, owner of Fletcher Communications, a Waco-based advertising agency, identified a potential partnership between Ohno and his client, Spenco Medical, manufacturers of Spenco Second Skin. Fletcher successfully negotiated terms with Ohno’s agent, but the deal collapsed when Spenco Medical’s CEO terminated the company president who championed the endorsement. The missed opportunity has remained a source of regret for Fletcher as Ohno went on to secure numerous high-profile endorsements and achieve further success.
Key Points:
- Apolo Ohno won gold and silver medals at the 2002 Salt Lake City Winter Olympics.
- John Fletcher, owner of Fletcher Communications, sought to secure an endorsement deal between Ohno and Spenco Medical.
- Fletcher negotiated a deal with Ohno’s agent for under $100,000 per year for three years.
- The deal was contingent on Ohno’s use of Spenco Second Skin, which was confirmed by Dr. Eric Heiden, who treated Ohno.
- The endorsement deal fell apart when Spenco Medical’s CEO terminated the company president, the champion of the deal.
- Ohno later secured endorsements with major brands like McDonald’s, Coca-Cola, and Alaska Airlines.
Key Takeaways:
- Timing and internal politics can significantly impact endorsement deals, even when initial negotiations are successful.
- Apolo Ohno’s post-Olympic success made him a highly sought-after figure for endorsements.
- The author’s experience highlights the high-stakes and often unpredictable nature of the advertising and endorsement industry.
First Piper 