On Thin Ice: The Controversies of Johnny Weir

We usually only remember the names of gold medal winners. Despite finishing in sixth place in Men’s Figure Skating, we will remember the name of U.S. Olympian Johnny Weir—but maybe not for his Olympic performance.

Before the Olympics even began, Weir was in the middle of controversy after wearing fox fur in his U.S. Figure Skating Championship costume. Animal rights groups quickly called out the athlete and forced Weir’s name into the public eye.

Weir handled the backlash well by replacing the fur with faux fur but still expressed his own opinion on the subject. “I totally get the dirtiness of the fur industry and how terrible it is to animals. But it's not something that's the No. 1 priority in my life," Weir said. "I tend to focus my energy, if there is a cause, on humans. While that may be callous and bad of me, it's my choice."

From there, his costumes took on a life of their own with glitter, feathers, and more. Some saw his costumes as a way to create shock appeal instead of relying on his actual abilities. I look at his approach as a way to create an image. His eccentric costumes have become a part of his image in the same way musicians, like Lady Gaga, use over the top outfits and behavior to create an identity.

Unfortunately the controversy just wouldn't end for Weir. During his performance, commentators from both Australia and Canadian TV made homophobic remarks about the athlete. The commentators’ remarks revolved around Weir’s flamboyant costumes and went so far as to suggest Weir needed to be gender tested.

Instead of staying quite, Weir openly fought back against the remarks. He held a press conference to address the problem and established a new image as a strong role model within the gay and lesbian community.

Post Olympics, Weir is continuing to build his image and recently readdressed the homophobic remarks on Larry King Live. He also has a reality TV show on the Sundance Channel called “Be Good Johnny Weir.” The eight episode documentary follows the athlete in his daily life.

Weir’s best public relations approach has been being vocal about his opinions and at the same time understanding where to draw the line as to not offend anyone. By being open, he has been able to connect with his audience on a genuine level. People know what they are getting with Weir: an over the top show from an athlete who is comfortable in his own skin. This helps him be more than just an athlete but a role model with the power to turn his name and image into a commodity.