Olympic Icon Flo Jo Raced To The Top and Took Us With Her
Beyond the nails, one-legged tracksuits, and world records, Florence Griffith Joyner set the stage for women to build million-dollar brands
Nearly 32 years ago, Florence Griffith Joyner solidified herself as an international sensation. The sprinter, more commonly known as Flo Jo, raced into the spotlight with record-setting speed, winning four medals — three of them gold at the 1988 Olympics in Seoul. Though she had a decorated track career since college, including an Olympic silver medal four years prior, Seoul made Flo Jo a bona fide track star. Her success on the track was punctuated by her flamboyant appearance. Flo Jo’s signature style — self-designed one-legged tracksuits and long, colorful fingernails — only added to her newfound fame.
Almost instantly, Flo Jo was inundated with media requests and endorsement deals. Her star was luminous. And then, four months later, Flo Jo abruptly announced her retirement from track and field. While the news shocked the world, her manager, Gordon Baskins, was unfazed by this choice. Baskins told the press he was not worried about Flo Jo’s decision, because “the truth [was] she’s worth more as a symbol.”
