olympic sponsorship launch
USG sought to boldly launch a new brand strategy, brand identity and sponsorship of the United States Olympic Committee; each vertical strategically designed to support the company’s reinvented thought leadership position.
To do so a group of hand-selected personnel across the organization were invited to congregate in Colorado Springs, home of the USOC's Olympic Training Center, for what they believed to be a three-day leadership summit. Upon arriving a new purpose was revealed – each was appointed as an USG Brand Ambassador. Across the three days, USG executives empowered the Ambassadors by sharing confidential information including the company's new branding strategy, internal platform and sponsorship initiative. Business was married with reward as the group bonded with a team of Olympic and Paralympic athletes. This athlete group would come to be known as Team USG- individuals all strategically selected by USG to represent the brand through the new thought leadership tenants.
Personal connections forged and an empowered level of responsibility from USG executives led to the Ambassadors immediate acceptance of their new role - that of a dedicated, energized voice of the brand. As a continuation of the ambassadorship, a robust engagement program was implemented to amplify the brand and sponsorship platform to those across the entire organization.
Legacy was able to bring USG’s vision to life and exceed all expectations therefore creating a monumental shift in the internal and external mindset of employees and customers alike.