Company: Elevate Communications, Boston, MA
Company Description: Elevate Communications crafts tailored PR and digital campaigns that connect brands with key audiences through media relations, corporate communications, crisis management, thought leadership, influencer engagement, and social media marketing. Our strategies generate earned media, enhance brand perception, drive measurable impact, and deliver ROI to support client business goals.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing – Consumer Products
 Nomination Title: Olympic Spotlight: Elevate’s Game-Changing PR for GK Elite & Team USA’s Gold Medalists
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 128 words used.
To reinforce the impact and effectiveness of this campaign, we have included the following supporting materials:
- Media Coverage Report – A comprehensive list of over 1,000 earned media placements and 25 broadcast interviews, demonstrating the depth and breadth of GK Elite’s media presence across major national, business, sports, and lifestyle outlets.
- Case Study PDF – A visual summary of key campaign moments, media highlights, and measurable results, showcasing how Elevate’s precision-driven PR strategy delivered over 1.5 billion earned media impressions, an Ad Value Equivalency of over $12 million, and an 800% surge in social media engagement.
- Select Broadcast Clips - The Today Show & CNN.
These materials validate the campaign’s success, demonstrating how Elevate’s strategic execution translated into mainstream visibility, consumer engagement, and direct business impact.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
On March 1, 2024, Elevate launched a high-impact earned media campaign designed to position GK Elite as an essential part of Team USA’s Olympic journey and elevate the brand beyond the gymnastics world.
This campaign was engineered to transform GK Elite from a niche industry leader into a dominant mainstream conversation driver. Unlike traditional Olympic sponsor activations, which rely on paid branding and controlled messaging, Elevate executed a purely earned-first strategy, leveraging athlete partnerships, product storytelling, and exclusive media placements to ensure GK’s presence in top-tier national and lifestyle media—without relying on paid advertising.
By designing a multi-phase PR strategy that built momentum by tying it to key Olympic milestones, Elevate ensured GK was not just part of the conversation—it was leading it.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
As anticipation for the 2024 Olympics reached a fever pitch, GK Elite, the exclusive provider of gymnastics competition leotards and training leotards for USA Gymnastics National Team athletes, was ready to meet the moment. Among the most trusted brands in competitive gymnastics, GK was poised to leverage its USGA partnership to achieve its ambitious sales goals. However, despite its strong affinity among the gymnastics elite, GK was relatively unknown among consumers, an audience that was critical to its success. Enter Elevate.
With a track record of executing high-impact PR strategies for top sports properties, leagues, and global brands, Elevate knew how to translate sponsorships into business success. Our deep experience with teams (MLB, MLS, NBA, NFL, NHL, NWSL), governing bodies (PGA TOUR, U.S. Basketball, U.S. Ski & Snowboard, U.S. Rowing), leagues (PBR, PWHL), and major brands (Bank of America, Blue Cross Blue Shield, Santander) gave us unique insight into leveraging athlete partnerships, event activations, and media storytelling to drive consumer engagement.
For GK, we transformed Olympic momentum into measurable business results. Our precision-driven media strategy strategically leveraged GK’s IP rights, USA Gymnastics partnership, and athlete endorsements to position the brand as a key force behind Team USA’s success. Through high-impact media placements, exclusive product reveals, and digital storytelling, we ensured GK didn’t just capitalize on the Olympics—it became embedded in its cultural narrative.
This campaign elevated GK’s brand profile and set a new benchmark for how earned media drives consumer engagement and commercial success in sports marketing.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 205 words used.
Elevate built a precision-driven earned media campaign designed to position GK Elite as a critical player in Team USA’s Olympic journey. By highlighting its market leadership and the innovative high-performance apparel worn by top Olympians—including Simone Biles, Suni Lee, Jade Carey, Jordan Chiles, and Yul Moldauer —we strengthened GK’s connection to the sport’s most iconic moments.
The campaign unfolded in three strategic phases, each aligned with key Olympic milestones to sustain momentum and maximize brand visibility:
- Foundation & Story Seeding (March – May 2024): Elevate secured exclusive national media placements that introduced GK’s impact on elite gymnastics, leveraging behind-the-scenes athlete access and brand storytelling.
- Olympic Build-Up (June – July 2024): With limited athlete availability, we executed a surgically timed PR strategy featuring exclusive product reveals, strategically sequenced media embargos, and high-impact story placements that reinforced GK’s pivotal role in outfitting Team USA.
- Olympic Domination (July – August 2024): As the Games approached, Elevate orchestrated a relentless earned media push, securing national broadcast features, premium lifestyle and business coverage, and extensive digital engagement.
By aligning these efforts with pivotal moments on the gymnastics calendar, Elevate generated sustained media coverage, ensuring GK remained top-of-mind for consumers, media, and industry stakeholders in the lead-up to the Paris Games.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 208 words used.
Elevate’s strategic PR campaign transformed GK Elite from a niche brand into a globally recognized leader, synonymous with Team USA’s Olympic success. Through precise and targeted media outreach, our campaign generated 1,019 media placements and 25 interviews, netting over 1.54 billion earned impressions and an Ad Value Equivalency of over $12 million.
Unparalleled media coverage reinforced GK’s pivotal role in the Olympic movement. Top-tier outlets, including The Today Show, The New York Times, The Washington Post, LA Times, NBC News, Business Insider, Forbes, and The Athletic, established GK as the brand-defining Team USA’s look and legacy and amplified GK’s credibility. Sports Business Journal highlighted GK’s strategic partnerships while leading fashion publications such as Vogue, Elle, Harper’s Bazaar, and Women’s Wear Daily positioned the brand at the intersection of performance and style—further solidifying its global influence.
Beyond media visibility, the campaign drove concrete business results. GK’s Olympic collection sold out completely, while social media engagement skyrocketed by 800%. Elevate's strategic use of exclusive product reveals, embargoed announcements, and perfectly timed media placements maximized exposure, turning earned media into a catalyst for both brand awareness and consumer demand. This campaign didn’t just generate buzz—it delivered measurable business impact, reinforcing Elevate’s ability to turn sponsorships into sustained brand growth.
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