Johnson & Johnson has signed on as a sponsor of the 2014 FIFA World Cup, one of the biggest sporting events in the world, and it has deployed subsidiary brand DePuy Synthes Mitek Sports Medicine to serve as the official sports medicine partner for the tourney. To promote the partnership, and raise awareness around injury prevention in sports, the brand has been on the road since March, hitting cities throughout the U.S., wrapping this month. It’s gone so well that the brand will fly down to South America with the tour for next year’s lead up to the 2014 Summer Olympics in Rio De Janeiro, Brazil.
All told, the brand will visit 11 cities to establish direct patient-to-physician interactions and target parents, administrators and players 12 to 18 years old through on-field clinics. The clinic days are packed with on-topic activities for soccer playing youths and their parents. The brand has orthopedic sports medicine specialists at each event to help with the education elements and get hands on with attendees, answering questions and giving advice. To lend some star power, the brand had its two ambassadors, Alex Morgan and Cobi Jones, along with additional players, at each event to hang with kids, take pictures and sign autographs. Of course, the point of the clinics is education, so J&J has information on injury prevention on hand and digital tools to help teach parents and kids how to prevent injuries housed on a DePuy Synthes digital hub kiosk.
“We don’t make any money off of a kid learning to exercise safely, but [this program] does help the orthopedic specialist look at us as a credible business partner,” Alan Cornell, world wide director at ORTHOVISC and Mitek Sports Medicine, told Buzz. “We want Mitek to be seen as a healthcare partner to doctors.” Agency: Engine Shop, New York City.