Bruno Banani (luger)

Bruno Banani

Semi at the Luge World Cup in Oberhof 2013
Personal information
Birth name Fuahea Semi
Nationality Tongan
Born (1987-12-04) December 4, 1987
Sport
Country Tonga
Sport Luge
Medal record
Representing  Tonga
Luge
American-Pacific Championships
Calgary 2011 {{{2}}}

Bruno Banani (born Fuahea Semi; 4 December 1987)[1] is a Tongan luger who adopted his current name as part of a marketing hoax.

Biography

A 21-year-old computer science student, he was selected by his country to attempt to qualify for the luge events at the 2010 Winter Olympics, as the first ever Tongan to participate in the Winter Olympic Games. Along with Taniela Tufunga, a young recruit in the Tonga Defence Service who would serve as his potential replacement and training partner, he travelled to Germany for training.[2][3] He ultimately failed to qualify for the Games.[4] He did, however, qualify to take part in the FIL World Luge Championships 2011 (which took place in January), where he finished 36th (last but one), eliminated after the first run with a time of 56.698.[5]

In the meantime, he had been sponsored by a marketing firm, Makai, which presented him to the public under the name "Bruno Banani" – the name of a German underwear firm. He entered into an "endorsement deal" with the latter, "promoting [its] new line dubbed Coconut Power", which the company said "was inspired by him, attributing his sporting prowess to the quality of the coconuts he consumes".[6] To enhance his appeal, he was presented as the son of a coconut farmer, although his father in reality was a cassava farmer. Makai reportedly obtained a passport for Semi under this new name, and he was universally referred to in the media, as well as by the International Luge Federation and the Chinese Olympic Committee, as "Banani".[3][4][7] German media were reportedly "fascinated" by this Tongan luger bearing such a coincidental name;[8] ZDF reportedly "suggested that the touching, exotic story of the luger from the South Sea bore similarities to that of the Jamaican bobsled team" at the 1988 Winter Olympics.[9] Before this transformation, some media had referred to Semi by his true name, including the Samoa Observer[2] and Radio Australia,[10] based on an article in Matangi Tonga which is no longer available but which was used at the time as a source in the French Wikipedia.[11] In December 2011, the Vancouver Sun referred to him as Banani, adding that when he had first arrived in Germany he had been "going by his given name Fuahea Semi":[6]

"[H]e apparently changed his name, although he denies it. During a chance encounter in Whistler Village on Thursday, he insisted Bruno Banani is on his passport and birth certificate, neither of which he had with him. However, Matangi Tongo [sic] online clearly ran a photo of him as Fuahea Semi when he was recruited back in December 2008."

That same month, in December 2011, Semi (under the name Banani) won a bronze medal at the American-Pacific Championships in Calgary.[12][13] He also qualified for the FIL World Luge Championships 2012, by finishing eighteenth in the qualifiers.[9][14] The World Championships took place in February; Semi (under the name Banani) finished 34th out of 37, with a time of 56.326 in his single run.[15] Simultaneously, he was continuing to train with the German luge team, including three time Olympic gold medallist Georg Hackl and Olympic silver medallist David Möller, with an aim to qualify for the 2014 Winter Olympics.[6][16]

Semi (right) on the podium with his bronze medal at the America-Pacific Luge Championship in Calgary, 2011.

The Vancouver Sun article on his name change had apparently gone unnoticed, but the following month, in January 2012, the German magazine Der Spiegel uncovered anew and reported on the name change which had taken place as a marketing ploy. This time, the revelation was echoed in other media articles (some of which contained errors themselves, such as The Daily Telegraph referring to Semi's home country as the "island of Tonga").[17][18][19] Mid-February, shortly before the beginning of the World Luge Championships, Semi continued to be sponsored by his "namesake" company, which had devoted a webpage to him.[20][21]

International Olympic Committee Vice President Thomas Bach responded by saying the name change was "in bad taste", a "perverse marketing idea". He confirmed, however, that if Semi qualified for the 2014 Olympics and if his passport did indeed bear the name "Bruno Banani", the IOC would be unable to prevent him from competing under that name.[22] Subsequently, Semi had his name legally changed to "Bruno Banani".[23]

In December 2013, Semi qualified for the luge event at the 2014 Winter Olympics, becoming the first ever Tongan scheduled to compete in Winter Olympic Games.[24] He competed in the men's singles, under the name Banani, and finished thirty-second out of thirty-nine, with a combined time of 3:33.676, six seconds behind gold medal winner Felix Loch. His fastest run was in 53.162 sec.:[25]

Athlete Event Run 1 Run 2 Run 3 Run 4 Total
Time Rank Time Rank Time Rank Time Rank Time Rank
Bruno Banani Men's singles 53.656 34 53.637 31 53.162 30 53.221 33 3:33.676 32

References

  1. ↑ "Banani, Bruno", International Luge Federation
  2. 1 2 "Two Tongans selected to train for winter olympics luge event", Samoa Observer
  3. 1 2 "Tongan athlete narrowly misses out on Winter Olympics" Archived May 21, 2010, at the Wayback Machine., Radio Australia, 1 February 2010
  4. 1 2 [http://www.fil-luge.org/index.php?id=424&L=0&tx_ttnews[tt_news]=11513&cHash=cf86ac2d30657c4c4255d34ce451e415&no_cache=1&sword_list[0]=tonga "He will give it another shot in the 2010–2011 season: No happy-end for Tonga's Bruno Banani"], International Luge Federation, 3 February 2010
  5. ↑ 42nd FIL World Championships: men's singles results Archived April 1, 2012, at the Wayback Machine., official website
  6. 1 2 3 "Tonga's chosen one takes aim at Sochi luging", Vancouver Sun, 2 December 2011
  7. ↑ "Tonga's first luger Bruno Banani earned 41st place at Nations Cup in Calgary", official website of the Chinese Olympic Committee, November 27, 2009
  8. ↑ "The strange story of the Tongan winter Olympian who turned out to be a German marketing gimmick" Archived January 31, 2014, at the Wayback Machine., The Score, 1 February 2012
  9. 1 2 "Not So Cool Running: Will Underwear Scam Kill Tongan's Olympic Dreams?", Der Spiegel, 3 February 2012
  10. ↑ "Épreuves de luge", Radio Australia, 17 December 2008
  11. ↑ "Tonga aux Jeux olympiques", French Wikipedia, edit on 17 January 2009
  12. ↑ [http://www.fil-luge.org/news/news-detail/browse/3/article/index.php?id=424&tx_ttnews[tt_news]=14731&cHash=ad8e1cf47cea881fd23d309a610da446 "Sam Edney the new American-Pacific champion – bronze medal for Bruno Banani "], International Luge Federation
  13. ↑ "Tongan luger wins bronze in Canada", Matangi Tonga", 19 December 2011
  14. ↑ "Tongan qualifies for first time", Eurosport, 17 December 2011
  15. ↑ "Event result: men", International Luge Federation
  16. ↑ "Outside Edge: Liar, liar, pants on fire in the snow", The Independent, 5 February 2012
  17. ↑ "Tongan luger Bruno Banani exposed as a German marketing hoax", The Guardian, 31 January 2012
  18. ↑ "Wie Fuahea Semi zum Rodler Bruno Banani wurde", Der Spiegel, 29 January 2012
  19. ↑ "Tongan luger Bruno Banani exposed as a hoax", The Telegraph, 1 February 2012
  20. ↑ "Coconut powered: Bruno Banani" Archived January 15, 2012, at the Wayback Machine., accessed on 11 February 2012
  21. ↑ "Tongan luger part of marketing ploy", ESPN, 10 February 2012
  22. ↑ "Luge-Tongan changes name to brand in bid for Olympic glory", Reuters, 11 February 2012
  23. ↑ "Luge ‘hoaxster’ name change now legal, just wants to race for Tonga at Sochi Olympics", Vancouver Sun, 1 February 2013
  24. ↑ "Tongan rugby player earns Winter Olympics spot", Stuff.co.nz, 20 December 2013
  25. ↑ "Men's singles, run 4", Sotchi 2014 official website

External links

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