Purity Bakery and Shericka Jackson discussing possible ambassadorial role

By September 22, 2021
Shericka Jackson and Purity's Russanette Dennis shortly after Jackson was presented with a package of the bakery's products Shericka Jackson and Purity's Russanette Dennis shortly after Jackson was presented with a package of the bakery's products

Consolidated Bakeries Jamaica Limited through its Purity Bakery brand is in discussions to formalize a professional relationship with Olympic relay gold medalist and 100m bronze medalist Shericka Jackson.

Jackson, 27, has seen her popularity soar since she finished second to Shelly-Ann Fraser-Pryce in the 100m at Jamaica’s national championships in June and then finished third in a Jamaica 1-2-3 sweep of the 100m medals at the Tokyo Olympics in August.

She was also third in another sweep of the top three places in Eugene, Oregon on August 21, when she ran a personal best of 10.76 in the 100m won by compatriot Elaine Thompson-Herah in a world-leading 10.54. Shelly-Ann Fraser-Pryce, the Olympic silver medalist ran 10.73 for second place.

On September 3, Jackson, apparently missing the comforts of home, having been away from the island for several weeks, tweeted that she was looking forward to arriving home and enjoying some of her favourite guilty pleasures specifically, two curry patties from Devon House, three grapefruit ice creams also from Devon House, chocolate, two cheese patties and two Purity Buns.

Alerted to the tweet, representatives from Purity, who currently does not sponsor Jackson, jumped at the opportunity and delivered several palates of product to the Olympic medalist when she arrived home earlier this week.

The gesture generated encouraging feedback on social media raising the prospect that Purity and Jackson formalizing a partnership. Responding to queries about that possibility, Russanette Dennis, the Marketing Officer at Purity, indicated that the company was in the early stages of negotiations with the athlete’s representatives.

“We’d love to have her as an ambassador but it’s too early to confirm anything ambassador-related right now,” she said.

Dennis said the Purity brand did benefit from Jackson’s tweet in early September that was retweeted more than 300 times and generated more than 3000 likes.

“Quite a few people sent us the tweet before we saw it. Many tagged us on all platforms that it was posted,” Dennis revealed.

“When we responded, though, our pages started to jump in followers. We got approximately 200 (Instagram) followers that night and about 50 on Twitter. Over the next couple of days, our IG page jumped about 200 more and have been gaining following organically since then, especially when he posted something related to Shericka.

“The organic engagement is through the roof for all platforms. People love her and it’s easy to see why. So naturally, they will love everything to do with her.”

There is no word on when the discussions will conclude or what would be a likely outcome.

Leighton Levy

Leighton Levy is a journalist with 28 years’ experience covering crime, entertainment, and sports. He joined the staff at SportsMax.TV as a content editor two years ago and is enjoying the experience of developing sports content and new ideas. At SportsMax.tv he is pursuing his true passion - sports.

Related items

  • Wait and see: Gilbert backs Girlz to bounce back in Gold Cup qualifying, but coaching staff uncertain about contract extension Wait and see: Gilbert backs Girlz to bounce back in Gold Cup qualifying, but coaching staff uncertain about contract extension

    With their Concacaf Olympic qualifying chapter now closed, as they failed to rewrite the history books, Jamaica’s senior Reggae Girlz and coaching staff will not only have to pick up the pieces, but also come up with new ideas to ensure the programme's continued progress, as they now shift focus to the Gold Cup qualifying campaign.

    The Girlz, who were seeking to become the first Caribbean nation to qualify for women's football at the Olympic Games, suffered a 1-4 aggregate defeat to reigning Olympic champions Canada after 0-2 and 1-2 losses across the two-leg home-and-away playoff.

    Those victories ensured Canada the second automatic spot for both the Olympic Games and Gold Cup respectively, joining United States, who were already qualified by virtue of topping last year's Concacaf Women’s Championships in Mexico. 

    For the Girlz it is back to the proverbial drawing board with much to contemplate, as their defence, particularly on the left, and midfield in the playoff fixtures, were a shadow of what it was when they held Brazil and France to goalless stalemates at the FIFA Women's World Cup in Australia.

    While they are expecting the Girlz to bounce back against Panama and Guatemala next month, assistant coach Xavier Gilbert says it is hard for the coaching staff to really think too far ahead, as uncertainty surrounds the renewal of their contracts which expire on Saturday. 

    "It's difficult to say what our plans are going forward. Our contract ends on the 30th of September, and we are yet to hear anything from the Jamaica Football Federation, so we don't know what will happen after this. We don't know if we will be the staff in charge of the unit, but it's still a good unit and I think they are going to do well against those opposition next month regardless," Gilbert told SportsMax.tv.

    Reflecting on the performances against Canada, Gilbert, though admitting their shortcomings in certain areas, credited the Girlz for the fight shown, particularly in Tuesday's second-leg at a sold-out BMO Field in Toronto. 

    "I think the performance wasn't bad. We wanted to score at least one before the half-time break and we got that go-ahead goal. Unfortunately, we conceded, and I think that set us back again, but it was a good effort, and it just goes to show how much we are growing in the region and on the world stage.

    "So, I have to give the Girlz credit, they held their own in a hostile environment…yes, there were some lapses in concentration and there was an overload on the left side again and when you make certain errors you pay the price, especially against quality opposition and that's what happened last night," Gilbert reasoned.

    "I don't think the issue is only at the left back because we know what they (Canada) were doing and we should have prevented that. The Canadian team did well the way they pulled our left back out and exploited the spaces behind. But we have to give more help and support in in that area and then we also have to be a little bit more positive on that side too, so that we can push the overlap and get forward more often," he added.

    On that note, Gilbert revealed that the players accepted responsibility for the lukewarm performance and, by extension, not being able to give the country something more to celebrate.

    “They are disappointed because they really wanted to make the country proud. Some of them even broke down in tears after the game, but we just have to pick ourselves up and go again,” Gilbert shared.

    He continued: “Like I said, we did well in terms of where we are on the world stage right now because playing against Canada, everybody would have expected at least 4-0, as those are the defeats that we used to get against these oppositions. So I believe we are now closing the gap and things are changing and those are the positives that we have to take from this.

    “We are getting closer and closer because again, no one would have thought, even years gone by and probably even now, that we would have been so competitive against Canada, who are the defending Olympic champions, so let’s not forget that.”

    Finally, Gilbert pointed out that should the Lorne Donaldson-led remain in charge of the programme, they will be aiming to add more players to the pool, to not only remedy their defensive and midfield concerns, but also to ensure continuity.

    “For sure, we want to continue on the same path widen the pool of players, especially in certain areas that we think we need it and continue to give other players opportunities so that we can have a wider pool to select from and make it more competitive in every position,” he ended.

  • I’ve waited my whole life for this – Rosie Eccles ready to seize Olympic chance I’ve waited my whole life for this – Rosie Eccles ready to seize Olympic chance

    Rosie Eccles believes the heartbreak of missing out on a place at the Tokyo Olympics will stand her in good stead when she finally realises a long-held boxing ambition in Paris next year.

    The 27-year-old from Cardiff was denied a second shot at reaching the delayed 2020 Games when Covid forced the cancellation of the second qualifier in London, and three personal bouts with the illness left her fearing the “curse” could strike again.

    But, after fighting back to clinch Commonwealth gold for Wales in Birmingham last year, Eccles belatedly booked her place at the Games in June when she won a bronze medal at the European Games in Krakow.

    Eccles told the PA news agency: “I’ve really had to do it the hard way, and just when I thought I was in the clear I got Covid again, so it felt like I was cursed and history was going to repeat itself.

    “I was absolutely heartbroken to miss out on Tokyo and it’s been a real monkey on my back for a long time. But I showed at the Commonwealths that I had that grit to come back and get the medal in tough circumstances, and that shows I have plenty of self-belief.”

    Eccles has dreamed of going to the Olympics since her first boxercise class in 2011, one year before the likes of Nicola Adams and Katie Taylor helped boost the profile of the women’s sport at London 2012.

    “I already had a massive ambition to go to the Olympics and watching the likes of Nicola Adams just confirmed it,” added Eccles.

    “I’ve always been a huge fan of the Olympics, I remember sitting down when I was younger and watching the likes of Kelly Holmes. But boxing made me realise that this is my sport and this is where I want to be, and about a decade later it’s finally happened.”

    Having overcome her Covid setbacks, Eccles underscored her potential for Paris by coming through a tough draw in Krakow, including a notable win over Ireland’s world champion Amy Broadhurst to effectively seal her place.

    She will have the added bonus in the French capital of a change to the Olympic weights, which means she will be able to fight in her favoured 66kg category, rather than the 70kg division in which she won her gold medal in Birmingham.

    “It’s my natural weight and it’s really going to benefit me,” added Eccles. “I’m ready to go out and achieve what I know I can achieve. I’ve waited my whole life for this bit. I’ve had plenty of ups and downs, but all that heartache is only going to help.”

  • Dafne Schippers' race 'stops here': Two-time world champion, hampered by injury, hangs up her spikes Dafne Schippers' race 'stops here': Two-time world champion, hampered by injury, hangs up her spikes

    Two-time 200m world champion Dafne Schippers, who famously chased down and beat Jamaica’s Elaine Thompson-Herah at the line in the finals at the 2015 World Athletics Championships in Beijing, China, has retired.

    The 31-year-old Dutchwoman, who won a silver medal in the 100m final behind Shelly-Ann Fraser-Pryce that year, has been plagued by injury over the past few years, impairing her ability to compete at the highest level.

    On Tuesday, she announced on Instagram that her race has been run.

    “The race stops here,” she announced.

    “As an athlete, you always know this day will come, that at one point, your career will be a moment in time—a collection of memories and hopefully medals. Today, I have decided to take my life off track to pursue and embrace whatever comes next, but not without saying a massive thank you for all the endless support. It has been a journey without regret.”

    She expressed gratitude to all who have supported in a career that did not quite materialize in the way she would have liked.

    “My family, my team, my fans, and my sponsors, you made it all worthwhile.”

    At her peak, Schippers was among the greatest ever short sprinters.

    She set a championship record of 21.63 in Beijing after chasing down Thompson-Herah and nipping the Jamaican, who ran a then personal best of 21.66, at the line. Veronica Campbell-Brown was third in 21.97.

    At the time, Schippers’ time was the third-fastest ever run over the half-lap sprint. Only Florence Griffith-Joyner (21.34) and Marion Jones (21.62) had run faster. The Dutchwoman had earlier run a lifetime best 10.81 to win the silver medal behind Fraser-Pryce in the 100m final.

    At the 2016 Rio Olympics, Schippers won the silver medal behind Thompson-Herah in the 200m, running a time of 21.88. She was a disappointing fifth in the 100m final due to injury. She won the 200m world title at the 2017 World Championships and was third in the 100m.

    An adductor injury forced her to withdraw from the 2019 World Championships in Doha and persistent back injuries limited her ability to compete internationally for more than a year. She last raced in the 100m in Belgium in July 2022 finishing second in her heat in 11.37.

     

     

© 2023 SportsMaxTV All Rights Reserved.