White, Miller most recognizable U.S. athletes

White, Miller most recognizable U.S. athletes

White, Miller most recognizable U.S. athletes

Tara Baird | 2/05/2014 | Sports Business Daily

Despite pulling out of the slopestyle event Wednesday morning, snowboarder Shaun White is still the most recognizable athlete to the American audience.

According to Repucom, 63 percent of the general U.S. population is, at the very least, aware of White. His score peaked in March 2010 with 76 percent awareness, shortly after winning his second Olympic gold medal at the Vancouver Games. His score has fallen since Vancouver.

Bode Miller ranked second among competing athletes with 54 percent awareness. Miller also scored high in appeal, with 91 percent of those polled reporting that they like him, which is on par with, for example, golfer Phil Mickelson. At the same time, according to the research, a lot of people don’t consider Miller trustworthy.

Potential Sochi breakout stars include alpine skiers Ted Ligety and Mikaela Shiffrin as well as figure skater Gracie Gold. Those athletes have awareness scores that could easily increase with medal contention. Shiffrin and Gold both score high in likability, while Ligety’s strongest attribute is his endorsing power.

A lack of star power among U.S. athletes in Sochi is evident by the high scores found by Repucom among former winter Olympians. Apolo Ohno and Michelle Kwan both scored in the 70-75 percent range of awareness, significantly higher than any current Olympians. Skier Lindsey Vonn, who was not able to compete in Sochi because of a knee injury, also scored high in awareness with 55 percent.

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