The announcement of American sprint sensation Fred Kerley joining the Enhanced Games was not just a simple declaration but a strategic news campaign that resonated across various media platforms. The Enhanced Games, a newly proposed multi-sport competition allowing performance-enhancing drugs (PEDs), employed a mix of traditional and modern publicity tactics. They released a classic press statement and an in-depth interview on Sports Illustrated’s website for traditionalists while engaging modern audiences through collaborative Instagram posts, including slideshows and IG stories.
Since its initial unveiling two years ago, the Enhanced Games has offered substantial financial incentives to athletes willing to participate. The event permits the use of PEDs and features a prize pool of $500,000 US for each competition, along with a $1 million bonus for breaking a world record. Despite the enticing rewards, prominent active athletes were initially hesitant to join.
Notable figures like Australian swimmer James Magnussen and England’s Ben Proud, who won two silver medals in Paris last summer, eventually committed to competing in the Enhanced Games. However, the significant breakthrough came with the recruitment of Fred Kerley. The 29-year-old sprinter from Taylor, Texas, boasts impressive credentials, including multiple Olympic and world championship medals. Kerley’s decision to sign up for the Enhanced Games marks a pivotal moment for the event, positioning him as the first American and non-swimmer to join.
While Kerley’s participation generates excitement, questions loom over the event’s competitive fields and overall quality. Despite his star power, the success of the Enhanced Games hinges on assembling top-tier athletes beyond Kerley. The venture’s ability to attract elite competitors will determine its credibility and sustainability.
Kerley’s involvement also raises concerns due to his current provisional suspension for missing drug tests. Nevertheless, his availability and acclaimed track record make him an ideal candidate for the Enhanced Games. As aspirations to break Usain Bolt’s world record loom, the reality check reveals the considerable performance gap that Kerley must overcome.
Transitioning from securing a marquee athlete to delivering a captivating competition presents a significant challenge for the organizers. While Kerley’s addition is a promising start, the success of the Enhanced Games rests on its ability to curate a competitive and engaging environment that transcends individual star power. The event’s future as a premier sports spectacle will be defined by its evolution beyond Kerley’s signing.
