A story in today’s Wall Street Journal speaks to a panel on athlete endorsements that will end day one of our Sponsorship Symposium in New York. Chico’s clothing line has signed Michael Phelps’ mother, Debbie Phelps, to an endorsement deal, and she will be paid “in the low six figures to appear for a year in Chico’s marketing, including its catalog,” and to wear Chico’s clothing during public appearances.

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Two points struck me. It continues the move away from just celebrity endorsers to “authentic endorsers” — individuals who are almost evangelists for the products they endorse.  Debbie Phelps, who seems extremely likable and down-to-earth in her TV appearances, says she has been wearing Chico’s clothing for years. Another point that struck me was the deal comes as the women’s line last week reported an 83 percent drop in second-quarter profits, so the often-asked question of the expected ROO and ROI will be raised on the deal. I can see Chico’s effectively using Debbie Phelps in television and pubic/store appearances. She could have some cachet with the demographic that Chico’s is trying to reach. The fee, if accurate, strikes me as high, and not bad work for the middle-school principal.

Most marketers believe that when the brand is stressed, it’s time to spend. But it does open up the brand to second-guessing and possible internal pushback for laying out marketing dollars at a time when its profits are plummeting. 
 
What do you think — is this a good deal?