Athletics

Q&A: Uplifting Athletes Marketing and Branding Manager Mark Mihalik

The 13th annual Lift For Life, the showcase event for the Penn State Uplifting Athletes chapter, is scheduled for Saturday, July 11, at the Penn State Lacrosse Field. The competition is scheduled from 11 a.m. to 1 p.m., with the player autograph session from 1 to 2 p.m. The event recently surpassed $1 million raised for kidney cancer research and awareness.  Credit: Penn State Athletic Communications. All Rights Reserved.

Editor's Note: This story originally appeared in AlumnInsider, the Penn State Alumni Association's monthly member e-newsletter. You can click here for information on becoming a member, and can follow the Alumni Association on Facebook and Twitter for more stories and updates on events. 

UNIVERSITY PARK, Pa. — The 13th annual Lift For Life, the showcase event for the Penn State Uplifting Athletes chapter that raises money and awareness for kidney cancer research, will take place Saturday, July 11, at the Penn State Lacrosse Field. Penn State alumnus Mark Mihalik shares his perspective as the marketing and branding manager for Uplifting Athletes, the national organization that started at Penn State in 2003.

Penn State Alumni Association: As the marketing and branding manager of Uplifting Athletes, you created the official logo of the national organization. How and when did you become connected with Uplifting Athletes? Mihalik: In 2004, I played club baseball at Penn State with Scott Shirley, the founder of Uplifting Athletes. We became good friends, and after learning what his family was going through with his father’s kidney cancer treatment, my teammates and I tried to support Scott as much as possible. I initially helped out by volunteering at events and creating advertising graphics. When Scott decided to launch Uplifting Athletes on a national stage, he asked me to get involved on the branding side.

Penn State Alumni Association: Sounds like you have a design background. Did you become interested in that field at Penn State, or even earlier? Mihalik: I was actually an engineering student for a number of years, but I’ve always been a little more creatively inclined, so I switched to an integrative arts degree to focus on graphic design and branding with the hopes of eventually working in sports. After Penn State, I worked for Majestic Athletic for four and a half years, developing their Major League Baseball apparel line, and I’ve been with Uplifting Athletes for over a year now.

Penn State Alumni Association: During the past two annual Blue-White scrimmages, the football team wore the Uplifting Athletes logo as a patch. What did it mean to you to see that?Mihalik: Being a Penn State graduate and a football fan, it’s always special seeing the guys on the team wearing the logo at Uplifting Athletes events, but on the actual uniform in Beaver Stadium? That took it to a new level. As a designer, that was really special for me. More importantly though, it’s special for our organization. Our brand getting that kind of exposure has definitely helped elevate our presence and further establish Uplifting Athletes as a leader in the rare disease community.

Penn State Alumni Association: What was your mindset in creating the logo, and what messages did you want to symbolize?Mihalik: We wanted something that looked at home in the world of college football. Our program is built on leveraging sports for a good cause, so it needed to be strong, athletic, and have some football elements and a bold collegiate style. College football has changed a lot since Uplifting Athletes started, but thankfully the logo has held up really well and still fits.

Penn State Alumni Association: In addition to the logo, have you designed anything else for Uplifting Athletes, and in what ways does your creative background help you as the organization's marketing and branding manager? What do you look for in visual communication?Mihalik: I’ve designed new signage, some apparel items and graphics for social media campaigns; and in the past two years, I’ve made team-branded Lift For Life logos for each chapter. They highlight the fact that they’re signature annual events and intentionally have the look of a bowl game or championship logo. While it’s important to have that creative skill set, I try to make good use of my sports business experience in order to appeal to football fans.

Penn State Alumni Association: As an alumnus and someone who's strongly connected to Uplifting Athletes, how special is it for you to attend Penn State's annual Lift For Life? What makes the day so great for you?Mihalik: The best part is just seeing how far it’s come. What started as a small fundraiser in the football facilities is now an annual spectacle, part of the Penn State football experience. The players are passionate about the cause. Fans look forward to it and generously donate every year. I’ve attended Lift For Life events at several of our other schools, and each one is hard work for everyone involved and a lot of fun, but I’ll always have some special pride for Penn State.

Penn State Alumni Association: Penn State's Lift For Life passed the $1 million mark recently. What are the organization's goals for the foreseeable future, and how will marketing and branding play a role in those achievements?Mihalik: Our goal for the immediate future is to strengthen what we have. Rather than force growth through new chapters, we’re focused on taking our existing 25 chapters, growing them from within, and helping each team be as effective as possible in raising research funds and awareness for their chosen rare disease. On the marketing and branding side, part of that is tapping into the appeal of college football, but I’m hoping to do more imagery and visual storytelling on the rare disease side — showcase the bonds between athletes and rare disease patients, shine a light on the families who are affected and demonstrate how these college football players truly make a difference.

Penn State Alumni Association: Being great friends with Scott for so long, what is it about his personality that causes people to gravitate toward this cause, and what’s the personal meaning for you to work with him?Mihalik: He’s extremely sharp, he has a great business acumen, he does a great job connecting with people and he has firsthand knowledge of what it’s like for a family to battle a rare disease. Beyond that, he’s always looked out for me as a friend and he’s one of the best people I’ve ever known. He likes to say that he “believes in the power of sport for social good,” and now I believe in that, too. Everything he’s accomplished since organizing the first Lift For Life 13 years ago proves it.Editor's Note: Also check out The Football Letter's interview with Uplifting Athletes Executive Director and Founder Scott Shirley.

Last Updated July 10, 2015

Contact