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We haven't done anything with it, but I find that really interesting. They make a good point, a lot of this does get down to telling a story. And the Paralympic competitors do have engaging stories. I'll need to pay more attention to what goes on around those games, I honestly hadn't thought about it much till now.
Pro
It’s all about storytelling. These athletes all have key stories that can be used to elevate their brand and that of any program or product they are supporting. That should always be the way to go when working with athletes, celebrities or other personalities.