Sponsoring an athlete isn’t just throwing money at a charity case; it’s a savvy business move for brands looking to boost their product sales. Whether or not they’re at the top of their game, athletes who can help drive sales become valuable assets. But what happens when athletes decide to reject sponsorship offers? On July 10th, 34 athletes including Trevor Bassitt did just that, heralding the return of the Unsponsored Project, supporting athletes at the 2024 Track & Field Trials.

For the second consecutive year, Bandit Running has thrown down the gauntlet by providing athletes with completely unbranded kits. Trevor Bassitt, stepping into the 2024 Olympic Trials without a sponsor aimed for Paris. The 26-year-old track and field athlete from Bluffton High School and Ashland University has had his sights set on Olympic glory for years, and now it’s finally within reach. At the U.S. Track and Field Olympic Team Trials at Hayward Field, University of Oregon, Bassitt clinched his ticket to the 2024 Summer Olympics in Paris with a stellar third-place finish in the 400-meter hurdles, crossing the line in 47.82 seconds.

Bandit Running is challenging the norm in track and field sponsorship by providing unsponsored athletes logo-free kits, and warm-ups, along with short-term endorsement deals. Traditionally, athletes would self-fund branded apparel, effectively giving free advertising to major companies. Co-founder Tim West envisions a shift where brands invest in amateur and sub-elite athletes to foster sports growth. But in this group, everyone has their own story!

Overcoming financial hurdles to find support like Trevor Bassitt

These athletes have proudly flaunted their unsponsored gear, proving that talent, not brand, defines their worth on the field.

1. Courtney Okolo, a 400-meter runner, knows firsthand the financial strain of competitive athletics. From training costs to travel expenses for events like the trials in Eugene, Oregon and the need for specialized apparel, the financial burden adds up quickly. While Okolo benefited from a previous sponsorship, she recognizes that many athletes in her sport lack such support, making it challenging to sustain a career solely through athletics. Embracing Bandit Running’s Unsponsored Project, Okolo finds solace in the initiative’s support, acknowledging that competing without sponsorship can feel isolating but appreciating the community and assistance provided by Bandit.
2. Brandee Johnson is juggling two jobs and a side gig while training rigorously to pursue her Olympic aspirations as an unsponsored track athlete. Despite the uphill battle, Johnson qualified for Paris. Joining Bandit Running’s Unsponsored Project has not only provided her with essential support but also connected her to a cause that resonates deeply.”It helps me feel more at ease and confident,” Johnson explained. “Knowing I have everything I need to succeed allows me to focus fully on my goals.”
3. Christina Clemons, just before her U.S. Olympic Trials 100-meter hurdles preliminary race in Eugene, Oregon, couldn’t contain her laughter when the stadium announcer mentioned her sponsorship by Dorito. A professional hurdler previously sponsored by Adidas, Clemons returned to her unconventional partnership with Doritos this year after viral fame wearing Doritos-shaped earrings in 2021. Now unsponsored, the 34-year-old athlete enjoys financial support and races in a stylish royal blue kit adorned subtly with Doritos logos. Despite the playful association, Clemons means business, winning her preliminary race and aiming for the Paris Olympics, buoyed by the backing of a supportive brand.

What’s your take on this initiative of embracing no sponsorship? Should it become a trend for more athletes and individuals to showcase their talents independently, proving that sometimes “less is more” when it comes to brand influence?