Case Study: The Sha'Carri Richardson Rebrand: How to flip a loss into a lesson.
Hey Queens,
When was the last time you really failed at something? Like, truly bombed an opportunity by making a fatal mistake. Now take that moment, that feeling, and imagine what it would be like if the whole world was watching.
This was the reality for Sha'Carri Richardson, today’s case study. This legendary sprinter’s story is a masterclass in learning how to flip your losses into lessons. A good rebrand is hard to do, but this star athlete and her team pulled off one for the ages, making her 2024 Olympic comeback a perfect opportunity to study how owning your power, even in difficult moments, can be your most formidable weapon.
Let’s back up for a second. The year is 2020. Savage by Megan Thee Stallion (ft Beyonce) and The Box by Roddy Rich are streaming nonstop. The Olympic trials for the 100M dash had just begun and all eyes were on Sha'Carri with her bright orange, waist-length hair, her Flo Jo-inspired nails (iykyk), and her golden reputation as a master sprinter. As expected, she blazed through the Olympic Trials, qualifying for Team USA easily.
However, Sha’Carri’s Olympic dreams quickly came crashing down when the 21-year-old superstar tested positive for marijuana. A few days later, she was disqualified from the 2020 Tokyo Games. The public backlash from the gut-wrenching blow was swift and unforgiving, even cruel at times. Everyone thought this was the end of the young runner's story: everyone that is, except Sha’Carri.
Instead of letting this setback define her career, Sha'Carri and her team carefully plotted her next move. The track star’s PR team immediately went into crisis mode to manage the bad press. They chose a strategy that was simple, surprising, and incredibly effective: say “sorry”. Many expected the outspoken sprinter to be defensive, but her humility laid the perfect foundation for her eventual rebrand.
Pay attention queens, this is your first lesson: If you make a mistake, own accountability. It helps.
By openly acknowledging her misstep, and explaining the personal struggles she was facing at the time, (including the recent death of her biological mother) Sha’Carri’s show of vulnerability humanized her. Her reputation shifted in the court of public opinion. She went from being viewed as a delinquent to gaining empathy from an audience who can relate to loss.
That’s lesson number two: We’re all human. Making mistakes is part of what makes human. Embrace it.
Sha’Carri’s team recognized this universal concept and capitalized on it, strategically taking ownership of the narrative. By bringing control of the media discourse into their camp, they gained two things. The first, was brand loyalty. The information provided, the way it was disseminated and Sha’Carri’s participation allowed fans to connect with her on a deeper level. As a public figure, maintaining a favorable image can be crucial. In taking back the reins, they took back the fans. Secondly, her team was now in control of the pace of the messaging, allowing them to slow down the momentum enough to allow Sha’Carri to quietly fade into the background and begin the next phase of her rebrand.
Enter lesson number three: Re-strategize and refocus from behind the scenes.
Sha’Carri knew that her comeback had to hit different. She didn’t have a choice; her downfall was nothing short of self-sabotage. Driven by determination, she started a strict fitness regimen, surrounded herself with a community of support, and got laser-focused on her goal. Her social media presence shifted too – her content became more motivational and triumphant. She shared more content about her journey and her struggles carefully creating a relatable narrative. (Our good sis and her team were playing PR chess, you heard!) By 2023, Sha’Carri was back on the track with a bright new ‘do and an Olympic spot to claim. This time, she outran her dark days and crossed the finish line into a bright new future, radiating pride. She was back, baby and better than ever.
Today, Sha’Carri has officially qualified for the 2024 Summer Olympics in Paris, not just as a contestant but as a formidable force to be reckoned with. The once-disgraced track star is a Team USA favorite and her face is everywhere these days. She’s rolling in brand deals, endorsements, and speaking engagements, all wanting to know about her triumphant return to the track. Her captivating story resonated with audiences worldwide and serves as a powerful reminder:
Every setback is a setup for your comeback. You just have to look for it (That’s lesson number four, btw.)
Sha'Carri Richardson is a testament to the power of resilience and the art of the rebrand. No matter what industry you're in, remember failure isn’t the end. It’s the beginning of a new chapter. Growth is hard. Giving up is harder.
We all fall flat on our backs at times, but you know we’ve got your back queen. Next time you make a misstep try to see opportunities to flip the situation into something better. Remember, every lesson starts with an “L”. Tell your story. Inspire others.
Until next time,
The Team at TCQ.
