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Morgan's Brand Extension

 

Alex Morgan

 Alex Morgan has used her name, or leveraged her brand, in an effort to increase interests of young girls in sports, specifically soccer.

Alex Moran first gained popularity during the 2011 FIFA WorldCup. Since that tournament, she has leveraged that success to better those around her.  As the youngest member of the US Womens national team, she was seen as a role model. To this end, she signed an endorsement to publish a series of books with the publisher Simon & Schuster.  Morgan wanted her books to be inspiring to young girls, and thus the books Saving the Team and Sabotage Season were written. The former book debuted on May 14, 2013 at #7 on the New York Times Best Seller list for Children’s Middle Grade.

She continued to leverage her brand by establishing a youth soccer camp near her hometown. She established the camp in order “give back to the community, to be able to meet some of the younger girls that are going to grow up and take my place one day on the national team”.

More recently, Morgan and her teammate Megan Rapinoe were looking to financially support other soccer-related charities. They decided to partner with the Common Goal campaign.The pair are donating 1% of their wages to the charity. Common Goal raises funds in an effort to achieve key goals established, including providing quality education and establishing good health and well being.


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