“You Can’t Fake Authentic: Embody Your Brand or Die by its Hand”

I can’t tell you how many times I’ve heard the gospel of “authenticity”. Heck, I’m often standing on the pulpit. But what we’re just really coming to appreciate of-late is the nuanced, but crucial, difference between someone/something aligning with your brand and embodying it. 

Do they scream it or do they live it?

We’ve always seen a dramatic cleavage in outcomes – but putting a finger on it wasn’t as easy. So…why now? I’ll tell you:

We recently had the pleasure of crossing paths with some of the incredible women and men training tirelessly to represent Team USA at the 2020 Olympic Games in Tokyo. This is a group of people where determination and the willingness to spend every waking moment dedicated to their dream is simply the price of admission. These champion athletes (all of them, all #1 in their sport) aren’t waking up every day for the multi-million-dollar contracts that many elite athletes receive. They’re doing it because they love it. Because they want to be the best. And because like many of us, they’ve been dreaming of that gold medal since they were kids (they’re just the ones who have been willing to pay that price every day since). 

In particular, one athlete had an impact on us that will sit with us for life. Her name is Amelia Moore. She’s @1moore_round on IG (https://www.instagram.com/1moore_round), and the handle is oh-so-fitting. Follow her now, thank me later. If this is the first time you’re hearing her story, I promise you it won’t be the last.

Amelia was emancipated at just 16 – an age at which she was already quite capable of rising to the occasion. Where many would have stumbled or taken an easier path, Amelia took on her newfound adulthood head-on, without flinching. On top of the newly-added weight of the world, Amelia found herself battling chronic low energy and gut-wrenching pain (often struggling just to get out of bed). But like anything else that dares to stand in her way, Amelia battles it daily with the passion of those locked in an existential fight (which in this case, it is). 

 Later diagnosed with an often-debilitating auto-immune disorder, Amelia wouldn’t be controlled by anything outside of her will and spirit. The girl is undeniable. “Good” was never good enough and she has always been driven to be the best at everything she did (and I mean the actual best - #1 or nothing).  

Following in the footsteps of many great leaders before her, Amelia was accepted as a cadet at the United States Naval Academy. It was here that her interest in boxing spawned – and, yes, it was in part because of the James Franco movie (but sadly not because of a well-developed women’s cadet boxing program). Boxing was a natural calling, and after picking up the gloves in 2010, Amelia quickly ascended the ranks and took her place as the US National Champion + National Golden Gloves Champion in 2017.

A US Olympic favorite, she is now training full-time for Tokyo 2020. The kicker? The United States is the only participating nation that provides zero financial support to their Olympic teams/athletes…so Amelia works two jobs while training. You read that right:

Grit and gumption personified, this real-life Wonder Woman who battles her body as much (if not more) than the person standing in front of her… has to work two jobs on top of her full-time Olympic training…in an effort to keep up with even a fraction of the cost of the food/medicine/supplements she needs just to stay healthy-ish (and the ends are still not meeting. Not even close.). 

So…the next time you’re struggling to decide if an influencer/partner/advocate “screams it” or “lives it” – think about Amelia’s story for a second, and I’m sure you’ll have your answer. 

Join us this Thursday, October 10th to chat with Amelia live right here on LinkedIn….and get ready for the exciting update next summer!

ALSO...If you feel compelled (and we certainly do), here is where you can support Team Amelia Moore directly : https://www.paypal.com/paypalme2/TeamAmeliaMoore (I know for a fact any support at all would be greatly appreciated)

And for the love of god…can someone get this walking inspiration a sponsor so she can just focus on training!?

Want to work with Amelia - or even just donate product (food/beverage/supplements) to help her along her way? Please reach out: [email protected] and I ensure you that she will be eternally grateful (plus one hell of a brand advocate). And Beverage Marketing Association will be in your debt.