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Volume 24 No. 156
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Toyota Adds Wagner, Jacobellis, Ligety To Pyeongchang Marketing Campaign

Toyota has selected 14 new athletes to lead its global Olympics campaign in the U.S., joining five previously chosen ambassadors to help the automaker begin to expand its reputation beyond cars. The athletes will play a role in “Start Your Impossible,” a campaign running in 40 markets that will connect their stories of overcoming odds to Toyota’s products that help people become more mobile and independent. It is the company’s first campaign to not focus on cars. Toyota this year became the Olympics’ first worldwide sponsor in the mobility category, a designation that includes cars but also includes technology to help people with limited mobility manage their day-to-day activities better. Toyota does sell those products, but Toyota North America Group VP/GM Jack Hollis says this is primarily a brand play for a company, currently best known as an automaker, that wants to diversify its identity. “This is not just a product expansion, but a full brand expansion,” Hollis said. Toyota tonight on NBCSN will air the first of 10 creative spots developed by Tokyo-based Dentsu and L.A.-based Saatchi & Saatchi. At a ceremony in Tokyo today, the company signed a separate deal to become a global sponsor of Special Olympics Int'l, not related to the IOC.

NEW TEAM TOYOTA MEMBERS
ATHLETE
SPORT
J.R. Celski
Speed Skating
Elena Hight
Snowboarding
Lindsey Jacobellis
Snowboarding
Stephanie Jallen
Paralympic Alpine Skiing
Hailey Langland
Snowboarding
Ted Ligety
Alpine Skiing
Oksana Masters
Paralympic Nordic Skiing/Biathlon
Alana Nichols
Paralympic Alpine Skiing
Steven Nyman
Alpine Skiing
Rico Roman
Paralympic Sled Hockey
Evan Strong
Paralympic Snowboarding
Sugar Todd
Speed Skating
Danelle Umstead
Paralympic Alpine Skiing
Ashley Wagner
Figure Skating
CURRENT TEAM TOYOTA MEMBERS
ATHLETE
SPORT
Gus Kenworthy
Freeskiing
Chole Kim
Snowboarding
Amy Purdy
Paralympic Snowboarding
Louie Vito
Snowboarding
Torin Yater-Wallace
Freeskiing