Kodiak’s climbing strategy points to niche Olympic entry points for smaller brands

Next week’s Paris Olympics isn’t only an opportunity for behemoth brands like Samsung and Nike. Smaller advertisers, such as granola and protein snack brand Kodiak, are also finding their way in.

In Kodiak’s case, it’s sponsoring USA Climbing, the sporting association that governs competitive climbing and mountaineering in the States (the U.S. Olympic climbing team is a different entity) announced ahead of the Games. There’s also a partnership with rock climber Natalia Grossman, who’ll represent the U.S. at the Paris Games.

“Rock climbing is a booming sport seeing incredible growth and indoor climbing gyms are making rock climbing accessible to everyone,” Boman Farrer, senior director of marketing at Kodiak, said in an email, adding that “the partnership with USA Climbing was a natural progression in our involvement in the climbing world.”

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