Volvo has reached an agreement with New York Knicks basketball star Jeremy Lin to endorse several international markets, focusing mainly on the U.S. and China.
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.
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,” showcasing the new Volvo brand strategy “Designed Around You” with “sportsmanship and intelligence.”
In a statement from Lin, “You may not immediately see the connection between me and Volvo. But both of us are striving to be better and smarter at what we do, and to do it our own way.”