USOC sponsor Citi will use the Rio Games to promote its nonprofit foundation’s Pathways to Progress initiative, which gives career preparation and employment opportunities to young adults. Members of the program, aged 16-24, will appear in digital videos along with most of Citi’s sponsored athletes discussing their methods of overcoming personal challenges to succeed in life, a company spokesperson said. The goal is for consumers to find common cause with elite athletes’ rigorous training. Beach volleyball Gold Medalist Kerri Walsh Jennings and Paralympian Rudy Garcia-Tolson are in the first two videos, which use the hashtag #standforprogress. They are scheduled to attend an event at Citi HQ to officially unveil the program today. The campaign will not include any paid media. Citi plans to debut its Olympic-themed TV creative on NBC closer to the Opening Ceremony. Other athletes involved in the videos include gymnast Gabby Douglas, swimmer Nathan Adrian, rugby player Carlin Isles and Paralympic hopeful Scout Bassett. To develop the videos, the athletes met members of the Pathways to Progress program from around the country.
