Michael Vick: Turning Redemption into Licensing Success?

July 23, 2012 at 11:14 am by Ted Mininni

Let’s face it. Few athletes are as gifted as Michael Vick. Speed, agility, strength, a great arm and endurance are the hallmarks of the NFL’s best. Michael Vick has been graced with all of these attributes and more. But this superstar’s NFL career crashed down to earth with a resounding thud when the news broke of his longstanding abuse and cruelty to dogs. Michael Vick was found guilty of graphic, horrific animal abuse and sent to prison.

Most fans and people in general agree: Vick has paid for his crimes; he is working hard to stay on the straight and narrow and rebuild his career. Most of us believe in giving people a second chance. Now, Michael Vick’s road to redemption has taken an interesting turn with a new line of licensed sports apparel dubbed “V7”, denoting both Vick’s name and his NFL jersey number, being sold exclusively through Modell’s Sporting Goods stores.

Why do I say “redemption” with a line of licensed sports apparel? Part of the profits will go to local Boys’ and Girls’ Clubs in Philadelphia, for one thing. For another: the design elements of the clothing line reinforce Vick’s attempts to rebuild his brand and to share inspirational messages with youth. The brand identity: a large “V” with the number 7 inside is simple and effective. But it’s the messaging – phrases like “It’s Not How You Start. It’s How You Finish”, “Mental Toughness” and “VICKtory” – that will resonate with Vick fans.

Question is: will Michael Vick’s superstar status overcome his negatives?

Does Michael Vick have too much baggage to be successful in licensing his own brand?
Will this attempt at redemption by sharing positive messages with kids be seen as altruistic or self-serving?
Does Michael Vick’s public speaking tour against animal cruelty help to rebuild his personal brand and pave the way for success with the V7 licensed apparel line?

What do you think?

Categories:

Licensing, Branding, Consumer Products

Comments :

JonAugust 11, 2012 1:59 PM

Anything is possible .... One great season is all it takes!

Ted MininniAugust 14, 2012 6:51 PM

I agree, Jon. At this point, most NFL fans, whether they're pulling for the Eagles or not, have looked beyond Vick's past and are rooting for him to be successful. A successful season this year will more than likely seal the deal for his own brand.

Dog LoverApril 6, 2013 8:01 AM

I won't step foot in a Modell's now. How anyone can support MV in ANYTHING he does is beyond my comprehension. I am spreading this to all my FB and Twitter friends.