30 for 30 Podcasts: The Trials of Dan and Dave

Introduction

• The episode covers the famous 1992 Reebok ad campaign featuring decathletes Dan O'Brien and Dave Johnson.
• The campaign was a $25 million investment by Reebok, equal to their entire previous year's marketing budget.
• Reebok aimed to boost their athletic credibility against the dominance of Nike.
• The campaign is remembered as a bust, but it had significant twists.

Background

• Dan O'Brien and Dave Johnson were virtually unknown athletes prior to the campaign.
• The decathlon is a 10-event contest over two days, testing a wide range of athletic skills.
• Reebok's aim was to position Dan and Dave as the world's greatest athletes.

The Campaign Launch

• The first ads aired during Super Bowl XXVI in 1992, with a significant audience.
• The commercials were short, 15-second clips, showing childhood photos and hinting at a showdown in Barcelona.
• Public confusion initially; later perceived as genius marketing.

Reebok's Strategic Move

• Reebok was traditionally seen as a brand for aerobics; needed to boost sports credibility.
• Targeted the decathlon due to its comprehensive athletic challenge.
• The campaign was bold, putting unknown athletes in the spotlight, challenging Nike’s dominance.

Personal Histories

• Dave Johnson: Grew up in Montana and Oregon, had a troubled youth, discovered decathlon through a misunderstanding.
• Dan O'Brien: Grew up in Oregon, faced racial integration challenges, found belonging and success in sports.
• Both athletes met during their athletic careers and developed a rivalry and friendship.

Build-Up to Olympics

• Both athletes were on track to compete in the 1992 Barcelona Olympics.
• Reebok’s extensive marketing campaign continued, featuring them in various media and promotional events.

The Trials

• Olympic trials were held in New Orleans, June 1992.
• Dan O'Brien failed to qualify for the Olympics due to a no-height in the pole vault.
• Dave Johnson qualified but was hampered by a foot injury.

Aftermath and Olympics

• Reebok adjusted their campaign quickly to adapt to the new situation.
• Dave Johnson competed in Barcelona, finishing with a bronze medal.
• Dan O'Brien became a broadcaster for the event.

Career After 1992

• Dan O'Brien went on to break world records and win multiple championships post-Olympics.
• Focus shifted to winning an Olympic gold, achieved in the 1996 Atlanta Olympics.
• Psychological challenges were addressed with the help of a sports psychologist.

Conclusion

• The campaign, despite initial setbacks, was a commercial success in terms of sales.
• The personal and professional journey of Dan and Dave highlights resilience and the highs and lows of sports marketing.