Case Study: Vericel Corporation
Champion Swimmer Strikes Gold in Sports Medicine Product Launch

Our champion athletes deliver your message with passion

Russo Partners’ Sports-Health Alliance connects clients with sports figures who have a passion for staying active and for overcoming the obstacles of injury or disease. Our work with Vericel Corporation highlights how our champion athletes use their name recognition and reputation for physical fitness to become powerful influencers for healthy behavior.

While world-champion swimmer Dara Torres told a nationwide Super Bowl LLII Radio Row audience how she recovered from injury and was successfully treated with MACI®, former NFL star and Sports-Health Alliance leader Solomon Wilcots took an additional strategic step, attending the 2017 conference of the American Orthopaedic Society for Sports Medicine to videotape interviews with influential surgeons.  Those interviews were shared on Vericel’s website and on social media to broaden MACI awareness.

This multi-pronged campaign used sports celebrities, acclaimed orthopedists and people who have been sidelined from their favorite activities due to knee pain cartilage injury to draw attention to the MACI launch.