Jeremy Lin Strikes Endorsement Agreement With Volvo
Jeremy Lin fever (or Linsanity, if you prefer) has been sweeping the nation for going on several months now with no signs of slowing down, so it shouldn’t come as too much of a surprise that several companies are going after the superstar basketball player for a celebrity endorsement–like Volvo, for instance.
Volvo reportedly picked up an endorsement agreement from Lin, marking the Knicks star’s second celebrity endorsement deal since hitting it big in the NBA earlier this year. Lin will participate with Volvo for at least two years, serving as “brand ambassador” and appearing in various forms of advertisement.
“You may not immediately see the connection between me and Volvo,” Lin said in a prepared statement. “But both of us are striving to be better and smarter at what we do, and to do it our own way.”
According to the Wall Street Journal’s report, the Lin-endorsed Volvo marketing campaign will hit “several” international markets, but the focus will be on the U.S. and China.
The Wall Street Journal reports:
The symbolism of such a deal is rich. 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. Geely plans to invest up to $11 billion in the effort. Volvo sold about 47,000 cars in China last year, up 54% from 2010.
Lin is also involved in an endorsement agreement with Nike, the basketball player’s first major celebrity endorsement.