By Barry Janoff
March 22, 2016: KT Tape, which recently became an official partner with the U.S. Olympic Committee, has expanded its position heading toward the 2016 Summer Olympics by aligning with more than half a dozen national governing bodies for sports.
KT Tape, the official kinesiology tape and sports medicine taping products for Team USA, now has alliances with USA Cycling, USA Gymnastics, USA Track & Field, USA Triathlon, USA Rugby and USA Wrestling, adding to a roster that since 2014 has included U.S. Soccer.
The deal runs through the Games in Rio de Janeiro and the 2018 Winter Games in PyeongChang.
"As the official licensee of the United States Olympic Committee, it was important for our brand to also establish partnerships across a number of national governing bodies in order to support athletes training to compete at the highest level," Greg Venner, CEO for parent company KT Health, said during a media event in New York on Tuesday (March 22). "Our products are designed to be used by every athlete, no matter the sport, enabling them to train longer so that they can finish stronger, and we are proud to align our brand with some of the best in the world."
KT Tape also has partnerships with three-time beach volleyball gold medalist Kerri Walsh Jennings, NBA All-Star James Harden, iconic marathon runner Meb Keflezighi, three-time Paralympic medalist in swimming Tucker Dupree and Kerri Strug, who won a gold medal in gymnastics at the 1996 Summer Games as a member of the "Magnificent Seven."
KT Tape will provide product and support for athletes, coaches and trainers at premier events and competitions, including U.S. Olympic Team Trials.
Marketing support includes Internet, social media and packaging at retail for the Summer Games that features its athlete spokespersons.
"Our products are designed to be used by every athlete, no matter the sport, enabling them to train longer so that they can finish stronger."
KT Health, founded in 2008, said it has also expanded it product line, including KT Tape Pro Extreme, an elastic sports tape for pain relief and support in extreme conditions; KT Recovery+ Recovery Patch; KT Flex; and KT Recovery+ Ice/Heat interchangeable ice and heat packs.
"What we see is that during the Olympics there is an inflection point in the business. The category grows, the brand grows, awareness grows. We grow the user base. So what better way to do it than to formalize that relationship with the USOC," Venner told NYSportsJournalism.
"Kinesiology tape is only in about 4% of U.S. households right now. So we know that we have a big opportunity to grow awareness, to drive trial and to ensure that our brand stays in a leadership position in the category."
Q&A: KT Tape Measures Consumer, Brand Growth With Athletes, Olympics
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