Breakdancing Raygun stands to make ‘millions’ as brand soars after viral Olympics routine
Australian Olympian and cult figure Rachel ‘Raygun’ Gunn is sitting on a mountain of brand capital that could net her millions, experts claim.
That is, of course, if the university lecturer turned unsuspecting viral sensation wants any more attention.
Gunn’s unexpected rise to fame, or infamy, depending on who you ask, came during the Paris Olympics as her eccentric women’s breakdancing performance left audiences both bewildered and captivated.
Despite not securing a single vote from the judges across three battles, her participation in the Games has sparked controversy and admiration, cementing her status as an Aussie cult icon.
In the days since the 36-year-old has been relentlessly trolled online and celebrated by many who see her as the embodiment of the underdog spirit and the good-old Australian “have a go” attitude.
This duality of perception has made her one of the most talked-about figures of the Games – and with that comes potentially millions of dollars.
Dee Madigan, an executive creative director at Campaign Edge, recently compared Gunn to other unlikely heroes in sports, such as Eddie the Eagle and Stephen Bradbury.
Writing in The Guardian this week, Madigan highlighted how Gunn’s swift transformation from a relative unknown to a cultural icon suggests she could have a lucrative career ahead of her.
“ … the breaking-neck (see what I did there) speed at which Raygun went from cultural cringe to cultural icon was something to behold,” Madigan noted.
“And augurs very well for her future. Because we love, love, love an underdog.”
Marketing and public relations expert, Max Markson, told Daily Mail Australia that Gunn already possesses “an enormous brand” and could potentially earn millions through international deals.
“Her reputation in Australia isn’t that great, but she is famous across the world,” Markson said.
“I don’t think everyone else in other countries is conscious of how Australians feel about her.
“I think Australian marketers will be avoiding her for that reason, but there will be somebody in this country who will go for it.”
Markson predicts that Gunn will attract offers from global companies, particularly in the sports, food, and technology sectors.
“She will get international offers from sports shoe brands, like Adidas or Puma, food companies like McDonald’s or KFC, electric cars like BYD, and she will get a phone company like Telstra or Optus or Vodafone. There will be other international companies that want her as well,” he said.
He further elaborated that new stars typically sign contracts with three to five companies, and with endorsement deals for American brands like McDonald’s or KFC reaching up to $500,000, Gunn could potentially make $2.5 million if she secures five such contracts.
Beyond endorsements, Markson also sees opportunities for the cultural studies academic in public speaking, television, and other media engagements.
Gunn already even caught the attention of Australia’s women’s cricket team, who made a playful offer to the breakdancer via social media.
After a satirical article suggested she might join the cricket team, the official account responded, “Welcome anytime, Raygun,”.
