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I believe the Athlete-Model is perhaps more of a brand ambassador. Remember
the lovely Marzocchi Girls? Men of the right age most certainly will. Don't
remember if they rode bikes. Not at all. But I remember them and the brand.
A brand ambassador should represent your brand in a favourable light, be
approachable and likeable.
The product being marketed is also a driver.
I would for instance be more interested in a DH bike that has won a WC race,
regardless of the pilots lack of facial symmetry. Whereas I wouldn't buy sun
glasses that were worn by an athlete that I did not admire aesthetically.
Some people will always need to represent the brands of any competitive sports
product with results. If consumers wish to get faster, they buy the perceived
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