In Over Her Head, Sydney McLaughlin-Levrone Recalled How Mother’s Intervention Saved Her From Disastrous Sponsorship Choice
Multinational brands are well-versed when it comes to investing in prodigious athletes. They know that associating their names with a future Olympic champion is a shortcut to generating massive revenue in the future. So, when Sydney McLaughlin-Levrone turned pro at just 18, she had no shortage of brands clamoring for her attention. Thankfully, the young track and field athlete had her parents.
“My parents wanted to ensure I wouldn’t get taken advantage of.” the hurdler wrote in Far Beyond Gold: Running from Fear to Faith. Despite their scrutiny, McLaughlin-Levrone nearly made a huge blunder when selecting a crucial sponsor. However, her mother Mary McLaughlin stopped the track and field prodigy before she could put pen to paper.
The World record holder revealed she had offers from New Balance and Under Armour. “After much deliberation and thought, I had made up my mind: I was going with Under Armour.” Levrone wrote in her book. The 400m hurdling specialist also explained why she chose the later brand. “I was excited. I had this image in my head of myself on posters,” wrote Sydney McLaughlin-Levrone.
“The face of track-and-field for this hip, new brand in the sport.” The Olympic gold medalist recalled in her book. However, Mary McLaughlin hit her daughter with a reality check at a Dunkin’ Donuts. “I have to be honest with you, honey, I think you made the wrong choice going with Under Armour.” said the Olympian’s mother.
While Sydney McLaughlin-Levrone felt stunned at what her mother told her, she would soon learn why Mary McLaughlin felt concerned. “New Balance has treated you like family since you were fourteen years old,” said the athlete’s mother. However, what became a bigger revelation for McLaughlin-Levrone was her mother’s point about the running shoes.
While Under Armour may have generated more hype as a new brand, her mother worried if her daughter could adjust to their shoes. On the other hand, the New Balance shoes fit like a glove and the hurdler had already proven herself wearing their gear. And that’s all it took for the Olympian to change her mind. It was a decision McLaughlin-Levrone didn’t regret.
McLaughlin-Levrone’s mother knew just how critical her daughter was of her own performances. So the last thing she needed was the promising athletes to make a career-altering decision that would lead to disaster on the tracks. Thankfully, Mary McLaughlin’s advice hit the nail on the head. Despite the New Balance contract offer reaching its expiration, they agreed to renegotiate.
In October 2018, the four-time Olympic medalist signed her first pro contract with New Balance for $1.5 million. Since then, the athlete has continued to work with the brand with no complaints. Meanwhile, Sydney McLaughlin-Levrone has broken the 400m hurdles world record multiple times and won four Olympic gold medals. However, that’s not all.
Ahead of the 2024 Olympics, Mclaughlin-Levrone announced a ‘signature collection’ in partnership with New Balance. The collection included limited-edition colors of the Olympian’s preferred FuelCell Rebel v4 shoe, as well as the more casual New Balance 9060 sneakers. Besides the footwear, the collection also featured select apparel including a terry lounge set, high-rise leggings, and more. However, none of this may have become a reality if the track and field star had chosen the wrong brand as a rookie pro athlete.
