Mini-Review: Branded

Introduction

This is a post that is a repurposing of an old-school Mini-Review Round-Up post. As stated here I am essentially done with running multi-film review posts. Each film deserves its own review. Therefore I will repost, and at times add to, old reviews periodically. Enjoy!

Branded

Out of the recent Nine for IX series this is the one film that takes on a rather broad subject: marketing female athletes. It takes a chronological look from the early days of the first athletes to sign endorsement deals in the still very sexist world of the ’70s through to today. While many of these titles excel in part due to their truncated nature (50+ minute stories formatted for an hour-long TV slot) this one could’ve dealt with more time. I would’ve welcomed the overlap of discussing Sheryl Swoopes, or delving into the Martina Navratilova/Tracey Austin rivalry more.

The insight that women athletes much choose between a vixen image or wholesome All-American girl to land deals is appreciated if rather obvious. It’s also one of the installments where one of the more memorable moments is an interview not acquired. There is a clip of Anna Kournikova walking out of an interview angered, but no new footage of her looking back on her career. That would’ve been great to put a perspective on the idea of conscious marketing decisions women make simply because her popularity at one point was so great.

That ground is well-covered by Gabrielle Reece and Lolo Jones, especially the former who does well to mention that there is a three-year window when American Olympic athletes can’t get sponsors looking their way. All in all, it’s another very solid installment of the series even if it did leave me wanting more a bit more.

8/10

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