Hasta La Creative!

Behind almost every great Olympic athlete is a dedicated mom. But only one has her own endorsement deals. Debbie Phelps, mother of the greatest Olympian ever, is proving to be a powerful brand in her own right. Johnson & Johnson, a family company, chose Debbie Phelps as the official “Mom of the Olympic Games.” The distinction comes with a donation in her name to J&J’s global charity program and of course, a sugary-sweet ad, “Thank You from Mom,” which played during the Olympic closing ceremonies (and which, I admit, made me tear up like a total sap). Excellent pick, J&J. Debbie received more on-air time than most athletes, including those rowers you sponsored. All that exposure has also had another unexpected side effect: a boom for Chico’s, a Florida-based clothing retailer, which has seen a spike in sales since Ms. Phelps wore their line almost exclusively at the Olympics. They’re currently in talks to get her as an official partner. Despite the complete lack of a contract or the official right to use her name, Chico’s has already added “The Debbie Phelps Collection” to its Web site (along with a horrible low-res picture of Ms. Phelps). Debbie, sweetie, you gotta remember: In this business, don’t ever give it away for free.

—Posted by Rebecca Cullers