By Barry Janoff
Janaury 20, 2016: In 2008 and 2012, KT Tape, an elastic sports tape used for pain relief and muscle support, received national and global attention when Kerri Walsh Jennings wore the product during her runs with teammate Misty May-Treanor to the Olympic beach volleyball gold medasl in Beijing and London, respectively.
Now, with Team USA ramping up for this year's Summer Games in Rio de Janeiro, KT Tape has signed a multi-year deal to become the official kinesiology tape licensee for Team USA.
Financial terms of the pact, which runs through the 2018 Winter Olympics in PyeongChang, were not shared.
KT Tape, which was founded in 2008, said it "experienced accelerated growth as its products became widely available in retail channels" after the 2012 Olympics.
“KT Tape is proud to support the Olympic and Paralympic movements by becoming a licensee of the United States Olympic Committee for the next several years,” said Greg Venner, CEO for parent company KT Health, Lindon, Utah. “In order for Olympic and Paralympic athletes to perform at their best, they need to be supported by the best both on and off their field of play."
KT Tape said that as a licensee to Team USA, it would provide athletes with the "support they need throughout training, Olympic Trials, competition and to the podium.”
Designed for muscle, ligament and tendon pain relief and support, KT Tape will be available to Team USA athletes at all U.S. Olympic Training Centers.
Multi-media marketing support will include Walsh Jennings and James Harden of the NBA's Houston Rockets, who is also a brand ambassador. The brand will hit shelves with Team USA-themed packaging that features images of its athletes.
KT Tape earlier this month named Russell Schleiden as its new CMO.
According to Walsh Jennings, “Having been partners with KT Tape since 2008, I was so happy to see them become a part of the Team USA family. I know how much the product has helped me with pain relief and support throughout training and competition, and I am glad that all members of Team USA will have access to the tape throughout their training process as well as at the Olympics.”
“We’re pleased to welcome KT Tape to the Team USA family, and know this product will be a great resource for the USOC sports medicine program and Team USA athletes,” Dr. Bill Moreau, managing director of sports medicine for the USOC, said in a statement.
“America’s elite athletes have dedicated themselves to compete at the highest level and this multipurpose tape allows us to provide pain relief solutions in a number of areas to help athletes achieve maximum performance," said Moreau.
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