Volvo rides on Linsanity to sign Jeremy Lin as global brand ambassador

Chairman of Volvo Car China operation Freeman Shen announced this news this week in New York, this is Lin’s first contract for being a global brand ambassador for any brand, it shows how Volvo has a very high regard for the China market.

Lin will appear in Volvo’s upcoming marketing and branding activities, including a new TVC and print ad, as well as driving a Volvo car to all his NBA matches plus his personal and brand’s activities in China.

Shen commented that Lin, with his own drive to succeed and pursue of excellence, has become the pride of Chinese community around the world. He added that Lin’s vitality, wisdom and refined character fits the Volvo’s brand virtues, and strikes a chord with the young Chinese elite who want safe, undetstated and high quality cars.

Lin also echoed that he liked the core brand essence of safety, eco-friendly, Scandinavian design, and with this partnership with the brand, he hopes to set a positive role model to the new generation of youngsters.

The 23-year-old Lin is the first Harvard-educated Taiwanese American NBA player for New York Knicks point guard, he has created "Linsanity" among Chinese basketball fans in North America and Asia, and the second Chinese player to make a huge impact after Yao Ming.

Taiwanese PC vendor Acer has also submitted a bid for Lin to serve as its global brand ambassador. 

Reported last month, Hong Kong-based BrandRapport and Singapore sister agency Fulford PR have been appointed by Spanish footwear brand Camper to manage media relations across the region for the Volvo Ocean Race stopover in the Chinese city of Sanya.

Reported last year, Volvo has hired ad agency executive Richard Monturo as its first head of global marketing, since being acquired by Chinese automotive manufacturer Geely.