Idols

Manufacturers shell out enormous sums of money to get endorsers for their respective products. And not just any endorser, but those who have become astronomically famous, in the hope that what these personalities, or celebrities endorse will eventually translate to skyrocketing sales. This is very true in the sports wear and equipment industry. Nothing surprising there, as this is standard industry practice. Whoever gives the best, biggest package wins the endorser. We have the likes of Michael Jordan, David Beckham, Shaquille O’Neal, Maria Sharapova just to name some of the well known ones. I will avoid naming the local endorsers for obvious reasons, but we have quite a lot of them as well. 

But aside from being endorsers of products, they eventually become role models, idols even, of the young. They look up to these as heroes, and emulate them in their own ways. Which is why when they fall from grace, they’re not the only ones affected, but everyone around them as well. Probably the first case of an endorser being in a bad light was OJ Simpson. After being accused and tried, albeit acquitted, of double murder in the 80s, he eventually lost all his endorsements as companies decided to pull out after the well covered crime and trial.

Then of course, there is Tiger Woods. Companies fell in line to snatch this phenom golfer as their endorser, earning him hundreds of millions of dollars in his early years. And he did deliver, winning tournament after tournament, which also translated to monumental sales of the products he endorsed. And every young boy, and girl, wanted to be just like him. Then came the sex scandals, and one by one, the companies pulled out. He also started losing. He is currently struggling in his game, and in his personal life as well. I’m sure many a young one’s world also crashed with his “downfall”.

Probably the most shocking news to hit the sports world is Lance Armstrong’s admission of using performance enhancing drugs to win those Tour de France titles, on the Oprah Winfrey Show. After winning seven consecutive Tour de France titles, which is phenomenal by any standard, surviving testicular cancer and putting up a foundation aimed at helping those with the dreaded disease, he admits to doping.  I personally know so many people who wear the “Livestrong” bracelets, to support the foundation and to live by Armstrong’s guiding principles in life. Not anymore! He now faces criminal charges, apart from being stripped of all those trophies and awards. Talk about falling from grace with a giant thud!

But these are American endorsers, and how companies have dealt with them when they became less than desirable. It is not exactly the same with local endorsers. Over here, the more controversial you are, the more companies want you! Known philanderers and even those suspected of corruption and the like still end up endorsing some products, and even make it to public office! As if it were a badge to be proud of, especially womanizing. Which really brings this whole issue to light. Shouldn’t local companies be more responsible in choosing their endorsers, especially those who the young will tend to idolize?

But that may just be asking too much of these companies. After all, it is more funny in the Philippines!