New York Knicks' Jeremy Lin becomes Volvo's brand ambassador ？Jeremy Lin of New York Knicks attends a warm-up session before th...
New York Knicks' Jeremy Lin becomes Volvo's brand ambassador
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NEW YORK, March 19 (Xinhua) -- China-owned Swedish automaker Volvo announced Monday an endorsement deal with NBA's new Asian-American superstar Jeremy Lin, marking one of the first major corporate contracts for the Knicks guard.
Over the next two years, Lin will participate in Volvo's corporate and marketing activities as a "brand ambassador" for Volvo Car Corp., appearing in advertising and promoting Volvo cars around the world.
His first commercial of Volvo will come out this summer, according to the company.
Lin, 23, who ascended from basketball benchdom to stardom earlier this year, said at the press conference that he found his belief in common with what Volvo stands for in terms of "continuing progress".
"To continue improving every day, every year. For me, obviously, just to continue to get better as a basketball player and a person off the court; for them, their style, their designs, their performance, the safety, continue to progress," he said. "It is a great decision, a great match for me."
Freeman Shen, senior vice president of Volvo Car Corp and chairman of Volvo's China operations, said the hiring of Lin was an important part of Volvo's "brand rejuvenation".
"Jeremy Lin embodies a lot of shared value with Volvo Car Corp.. Being smart, driven and focus, progressive and strong in every sense, that's why the Linsanity sensation immediately drew our attention, and we decided to invite Jeremy Lin to be our company's ambassador," he said.
Volvo is owned by China's Zhejiang Geely Holding Group Co.. The company is trying to boost Volvo sales in China as part of a strategy to double the brand's global sales to 800,000 vehicles by 2020. Volvo sold about 47,000 cars in China in 2011, 54 percent up from 2010.
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