Betting on the Marathon Hero
To reshape a company's image through the Taeneung Athletes' Village, you'd have to pour in massive funds. Even then, unless something extraordinary happened, people wouldn't remember the company. Sports offered an inseparable opportunity for businesses—one that combined story and emotion. Tiger Woods and Nike, Park Se-ri and Samsung, Lee Bong-ju and Cologne. Thinking of those effects made anyone's mouth water. But the success rate was extremely low, making it a poison chalice for companies. The sponsored athlete had to win gold—no exceptions.
No matter how genius Kang Min-ho was, ordinary ads couldn't etch JK into people's minds indelibly. The method he chose this time was Montjuïc's hero: Hwang Young-ho, the protagonist of the marathon gold medal after 56 years.
On the way to the Taeneung Athletes' Village, Min-ho explained the advantages of sponsoring the marathon.
A challenge after 56 years, in an unpopular event no less. Chairman Kang was intrigued, but betting on such low odds wasn't an easy decision.
"If athlete Hwang Young-ho wins gold, he'll be the first medalist under the Korean flag."
"True... Considering Son Ki-jeong's age... it might be our last chance."
"That's exactly why I made this decision."
Min-ho pulled out a newspaper article and showed it to his grandfather.
"The day Son Ki-jeong won the marathon under the Rising Sun flag was August 9th."
"Not a particularly special day..."
"The Olympic marathon is on August 9th this time. What do you think?"
"If he wins, it couldn't be better."
"Imagine JK emblazoned large on Hwang Young-ho as he crosses the finish line and runs straight to you and Son Ki-jeong. How much would that ad effect be worth?"
If everything went smoothly, it went without saying.
Chairman Kang kept tilting his head at the low probability.
"If he crosses the finish line in our JK uniform... it'd be an auspicious event beyond words."
"It's a golden chance to spread a single ad not just across Korea, but the whole world."
"Good... but the low odds bother me."
Hwang Young-ho would hang the gold around his neck.
Min-ho, unwilling to miss this priceless opportunity, pressed on with his persuasion.
"The investment is 10 billion won. A huge sum, sure, but money we can earn anytime. This chance? It won't come twice."
"So, even a few billion in, if luck's on our side, we get tens or hundreds of times back?"
"Yes. Ongoing ads matter, but this will be a massive, unforgettable bang for the public to remember JK Group."
Min-ho handed over prepared additional materials and continued explaining to Chairman Kang.
"Last year at the Oita Marathon, he broke the 2-hour-10-minute wall. He also won gold at the Universiade."
"His times are improving?"
"I see plenty of potential."
"August in Europe will be hot."
"The weather will actually help. Barcelona's humidity is like a Korean summer."
"Even Africans will struggle to adapt to high humidity."
"The symbolic date too—something big feels like it's coming."
Chairman Kang gazed at his earnestly explaining grandson with affectionate eyes and asked,
"Enough explanation. You wouldn't have come all this way if I wasn't on board."
Min-ho brightened as much as possible.
"Grandfather, really?"
"Of course, you rascal. Spotting a path no one else sees is commendable in itself. Odds are low, as you say, but if it pans out, nothing could be better."
Finding unseen paths was one quality an owner needed.
Marathons had never interested Chairman Kang. He cared only for Min-ho's choices and their results.
The two chatted amiably as they arrived at the Taeneung Athletes' Village.
An unexpected scene unfolded.
Word of Chairman Kang Jin-gwang's arrival had drawn the director, deputy director, and all staff to the main gate.
Moon Sang-oh, the butler, got out from the driver's seat and opened the rear door.
As Chairman Kang emerged, everyone bowed 90 degrees in greeting.
Spotting a familiar face, Chairman Kang extended a hand for a shake.
"Well, if it isn't Seok-cheol."
"Chairman, it's been too long."
"Feels like near ten years. Your face is glowing—you must be doing well."
"All thanks to you, sir. If you'd said you were coming early, we'd have prepared more."
"Don't talk nonsense..."
"Please, come inside first."
Chairman Kang, glancing around, broached the subject.
"More importantly, I'm looking for one athlete."
"Pardon? You're seeking someone? Just say the name, and I'll bring him right away."
"There's a runner named Hwang Young-ho, right?"
"Young-ho... you mean him?"
"Why, any problem?"
Director Song Seok-cheol looked somewhat troubled.
"Sorry, but he's in training right now. You'll need to wait a bit."
"Of course—what a thing to say. Pace is life in marathons. I wouldn't dream of interrupting. Let's go inside for some coffee."
"Yes, Chairman."
Chairman Kang moved to the director's office.
Min-ho hung back briefly and approached Lawyer Choi.
"You prepared well."
"Just handed out my card in advance."
"Good work. Info on sponsors or coaching staff?"
"Ironically, Hwang Young-ho's sponsor was Namdo Group."
"Karmic ties run deep. No real support there."
"Exactly. They're seeking others, but it's tough."
"Not a high-medal sport—max one per Olympics—so yeah."
In the short time, Lawyer Choi flipped through a notebook densely filled with notes and continued.
"This is secondary, but worth mentioning: several coaches per athlete, plus the director."
"Sounds problematic."
"They all seem financially strained."
"Probably deep in debt too."
"Yes."
The dire situation was good news for Min-ho. It meant they had only one lifeline to grab.
"This is plenty. Look, Hwang Young-ho's coming in. In a few months, he'll be hard to meet."
Min-ho spoke as if the gold was already secured.
Lawyer Choi tilted his head.
"Young master, are you certain of his gold?"
"Just a gut feeling he'll pull it off."
"Then if he wins, he could be our ad model for a while."
"Prepare the papers. While we're here, let's get the stamps too."
"Understood."
Min-ho approached Hwang Young-ho, who was wiping sweat nonstop with a towel.
He bowed politely.
"Hello. I'm Kang Min-ho of JK Group."
Contrary to expectations of enthusiasm, Hwang's reaction was lukewarm.
"Nice to meet you. Hwang Young-ho."
From JK Group no less, yet not a glimmer of hope on his face.
"Sigh, it'll fizzle out after some talk anyway. Don't sweat it."
"Happened a lot? Mind sharing why?"
"Obvious. Unpopular sport. No medals to show."
"Today will be different. I'll head in first."
Min-ho carefully opened the director's office door.
"My goodness, I forgot to introduce my grandson. Seok-cheol, this is Min-ho. Better make a good impression on him from now on."
"Hello. Kang Min-ho."
"Oh dear, I mistook you for a sharp staffer standing there. My apologies."
"No, no. Thanks for the warm welcome on such short notice."
Director Song glanced at his watch.
"Time is money, Chairman. Can't keep you. I'll fetch Young-ho quick."
"Director, could we meet Hwang Young-ho and the entire coaching staff?"
"No problem. If the young master wants it, we make it happen. One moment."
Director Song stepped out briefly.
Min-ho turned to Chairman Kang.
"Grandfather, I've got another good idea."
"If it's your ploy, Min-ho, I'd wake from sleep to hear it."
Min-ho explained the plan.
Chairman Kang nodded with a satisfied smile.
"Motivation... good... yes, let's do it."
***
Moments later, Hwang Young-ho, the director, and the entire coaching staff gathered.
They greeted Chairman Kang loudly.
"Hello, Chairman!"
"Sit, everyone."
Chairman Kang's gaze first landed on Hwang Young-ho, naturally.
"Maybe a burdensome question, but how's the prep?"
"Yes! I'll win gold at these Olympics for sure."
"Good grit—I like it. Who's the coach?"
"Yes, Chairman. Coach Gong Do-hyeong."
"No beating around the bush—speak up if there's trouble. No regrets after I leave."
The standard question from any exec. Never solved anything.
Coach Gong answered without expectation.
"Plenty of issues, but summed up: money."
Chairman Kang nodded, so he continued.
"Young-ho's sponsor was Namdo Group. But due to recent troubles, support's effectively cut."
"Chairman eating prison rice means no snacks for underlings—natural."
"We can make the event somehow. But Young-ho and our staff are facing financial hardship."
With sponsor gone and no standout results, the team's finances were dire, needless to say.
"Families to feed—how are you managing living expenses?"
"Hanging on for Young-ho, but no medal this time means job hunting."
Already convinced by Min-ho, Chairman Kang nodded.
"I'll solve that worry."
The sudden visitor promising fixes startled Hwang Young-ho and the entire staff.
Accepting Min-ho's ploy, Chairman Kang made one proposal.
"First, all your debts—Young-ho's included—I'll clear them."
He didn't ask the amount. No need. Pocket change to him.
Shocking terms for the coaches.
Anyone else, they'd doubt. But from Kang Jin-gwang's mouth? Undeniable.
Coach Gong's eyes widened.
"Pardon? Really?"
"Scrap the Namdo contract. JK fills the gap. We'll fund all training needs."
"Thank you. Truly."
"But there's a condition."
Chairman Kang eyed Hwang Young-ho.
"Young-ho here becomes our JK ad model."
"No other ads?"
"What, complaints?"
"No, of course not."
"Need extra bonuses too... I'll buy each of you coaches a house."
Not just cash windfall—a house each.
The coaches clenched their fists tight.
Irresistible, flawless offer.
"Thank you so much."
No such thing as free lunch. Min-ho's ploy to max motivation.
"But Young-ho must win gold. Got it?"
"Of course. Gold around your neck, guaranteed, Chairman."
Chairman Kang nodded; Moon the butler placed three bags on the table.
"Go ahead, open them."
Coach Gong opened a black bag.
Crammed with cash bundles.
The stacks before their eyes left them stunned.
No need for long talks now.
Chairman Kang stood.
"If short, just say. From now, Young-ho's JK Group's."
"Chairman! Thank you!"
"Jong-hoon, you handle the wrap-up."
"Yes."
"Get that gold on my neck. That's all I want."
"We'll remember."
A few months later, history-maker Hwang Young-ho would embrace Chairman Kang Jin-gwang after the finish.
Imagining it, Min-ho smiled faintly and left the village with his grandfather.