Jeremy Lin joins Volvo
Regional - Volvo Cars has signed NBA star Jeremy Lin Shu-How to a global brand endorsement contract, with focus on China, the United States, and Chinese-language markets in Asia.
Over the next two years, Lin will participate in Volvo Cars corporate and marketing activities in his capacity as Volvo Cars brand ambassador. He will also appear in Volvo Cars advertising in these markets.
"Volvo Cars' choice of Lin as the company ambassador derives from our shared ethos of passion, dynamism and progressiveness," said Freeman Shen (pictured), president of Volvo Cars China at the press conference in New York.
"We believe Lin's character, intelligence, perseverance, and pursuit of excellence are perfectly in tune with Volvo car owners' characteristics of appreciating smart understated luxury with a human touch," added Richard Monturo, vice president of marketing, Volvo Cars, elaborating on the brand associations.
Lin, the only NBA star with a Harvard degree, told the press conference, "It's a great honor for me to be appointed as Volvo Cars Brand Ambassador today. You may not immediately see the connection between me and Volvo Cars. But both of us are striving to be better and smarter at what we do, and to do it our own way."
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- Volvo Cars Corporation