GoKawiilCEO Phil Andrews is cold-calling CMOs, teaming up with overlooked Olympic sports, and enlisting everyone from Snoop Dogg to Hollywood sword fighters to bring fencing into the mainstream. Fencing is one of the oldest sports in Olympic history. It’s also one of the least watched domestically. Phil Andrews, CEO of USA Fencing, is on a mission to change that, and with the 2028 Los Angeles Games on the horizon, he’s running out of time. In a masterclass in scrappy brand building, he shares how he’s building a sports brand with almost no budget and no marketing playbook, cold-calling CMOs, crashing Comic-Con, and convincing Snoop Dogg and Flavor Flav to pick up a sword.
USA Fencing’s scrappy plan to make fencing a hit before the 2028 Olympics
Why This Matters
USA Fencing's innovative and resourceful approach aims to boost the sport's popularity ahead of the 2028 Olympics, highlighting the importance of creative marketing in revitalizing traditional sports. This strategy demonstrates how sports organizations can leverage unconventional partnerships and grassroots efforts to engage new audiences. For consumers, it offers a fresh perspective on fencing as an exciting and accessible sport beyond its Olympic roots.
Key Takeaways
- USA Fencing is using unconventional marketing tactics to promote the sport.
- High-profile collaborations with celebrities and pop culture are central to their strategy.
- The effort aims to increase fencing's mainstream appeal before the 2028 Olympics.
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