Olympic Gold Medalist Chloe Kim Seeks Purpose-Driven Brands


Chloe Kim - Olympic Gold Medal Snowboarder

Among the many historic moments so far during the 2018 Winter Olympics, Korean-American snowboarder Chloe Kim is the youngest woman ever to win an Olympic snowboarding medal when she won gold in the women’s snowboard halfpipe at 17 years old.

The Gen Z star told CNBC that she considers her sponsors “family,” including Burton, Laneige, Mammoth (the California mountain where she has trained since she was a kid), Mondelez (Oreo), Monster, Nike, Oakley, Samsung, Toyota and Visa.

“I love working with sponsors,” she told CNBC’s Carl Quintanilla after her gold medal about her expectations for brand sponsors. “It’s so much more than just a contract, I genuinely only want to work with people that I agree with on certain things. I just need to make sure we’re all on the same page and all on board.”

Fortunately, she sees eye to eye with all her brand partners.

“Everyone I’m working with right now I’m so happy with and I’m so happy to call them family,” she said. “They always put me first and they always want what’s best for me. We’re always able to communicate about certain things and if it doesn’t work out we’ll compromise. I think it’s so awesome that everyone I work with right now is all about their athletes and all about supporting them. I’m just really lucky to be able to work with people like that, and I’m very excited for the future.”

She also revealed some brand preferences to CNBC in a pop quiz:

Under Armour or Nike? Nike
Instagram or Twitter? Instawitter
Ice cream or churros? Ice cream
Star Wars or Star Trek? Star Wars
Netflix or Hulu? Hulu
Alexa or Siri? (“pass”)
Dogs or cats? Dogs
Olympics or X Games? (“pass”)
In-N-Out or Shake Shack? In-N-Out
Spotify or Pandora? Spotify.

Strike Up the Brands

Brands are already clamoring for her attention. After tweeting that she wanted ice cream, ESPN’s Darren Rovell noted the brands that responded to her on Twitter:

“Brands that offered their ice cream for free to @chloekimsnow on Twitter after she won her gold medal: Enlightened, Ben & Jerry’s, Coolhaus, Good Humor, Haagen-Dazs, Cows Ice Cream, Haze Ice Cream, Klavon’s Ice Cream, NadaMoo! Notropod Frozen Organic Ice Cream, Little Giant, Powder Shaved Snow, KillerWhey!”

They’ll have to get in line behind Kim’s current sponsors, who pop up frequently on Twitter (she’s also an avid Snapchatter), including:

Toyota, as a proud member of Team Toyota:

Samsung, which featured her in a #DoWhatYouCant spot that ran during the Super Bowl:

Visa, which also featured Kim in a Super Bowl spot:

Nike, which has highlighted her training routine:

Hey friends

A post shared by Chloe Kim (@chloekimsnow) on

Mondelez-owned Nabisco has aligned its Oreo, Ritz and Chips Ahoy! brands with Kim as part of its Team USA sponsorship:

Dew Tour presented Kim’s “Toyota Beyond the Bib” docu-series:

Intel had her test its True VR:

Monster Energy‘s logo has popped up on her helmet:

Mammoth Mountain is her longtime training base:

Burton gets a shout-out every time the bottom of her snow board is visible mid-air:

Oakley glasses are always visible too:

GoPro is a past partner:

Laneige makeup featured her mother too:

Thank you for the fun day @laneige_us #YourPersonal100 #LovingLANEIGE

A post shared by Chloe Kim (@chloekimsnow) on

Loved trying all the different @LANEIGE_US products

A post shared by Chloe Kim (@chloekimsnow) on

The Visit California tourism board featured Kim and her father:

An All-American Hero

Appealing to potential sponsors is the fact that Kim is young and relatable to others in Gen Z, as Vogue noted, as well as a frequent social media user, a foodie and bi-cultural — always with a positive, upbeat outlook.

Potential sponsors, including Snickers given her “hangry” tweet from the top of the hill before her Gold Medal win, could include:



Brand USA: