California Baptist University

BUS 547

Olympians generally do not turn into global phenomena. One reason is that they are
highlighted only every four years; e.g., not too many people follow competitive swimming
or downhill skiing outside the Olympics. How did Michael Phelps turn into a global brand?
Michael Phelps as well as his manager both began their goal with winning gold medals in each
of his events during the Beijing Summer Olympics. Both Michael and his manager Peter Carlisle
began to map out their strategy, keeping the goal in the mind. Each had to complete a mission,
Phelps would prepare and practice for the Olympics while Peter would prepare for Michael’s
stardom. During this time Phelps was gradually building up his exposure on the global market
for years before the Olympics in both the real and virtual world. At the end Phelps’s obtained
eight Olympic gold medal wins including breaking new world records, which created further
exposed for him and being known