This year more than ever, the so-called "face" of the Olympics could be a wrestler, or a fencer, or an athlete who most of the world has never heard of before.
Armed with data that measures popularity in much deeper ways than in years past, and in hopes of picking the perfect storytellers to share their own stories, many top sponsors for the Summer Games are digging deeper into the roster of athletes for their marketing campaigns.
For every Kerri Walsh-Jennings making an Olympic pitch to consumers, there are two Jordan Burroughs. For every Missy Franklin, there's another Ibtihaj Muhammad.
"The distinctiveness and depth of the marketing is much more...