Yesterday, automaker Volvo announced that Knicks sensation Jeremy Lin would become its new brand ambassador, calling his endorsement deal a "significant moment in Volvo's history." Marketing efforts around Lin, the 23-year-old undrafted Harvard graduate whose elevation to Knicks starter has become an international phenomenon, will focus on China, U.S. and Chinese-language markets. Volvo executives noted, "The Volvo brand designed around with sportsmanship and intelligence," and they are "more youthful, active and dynamic" and the "most progressive luxury car"... "Jeremy Lin embodies a lot of shared values," like being "smart and nimble, driven and focused... elegant and understated."
Here's the press conference, where executives praise Lin for being "well-educated" with "great judgment and personal characteristics" and called him an "icon."
Lin himself appeared at the press conference looking like any other 23-year-old in a plaid shirt (the Post Tweeted, "At Volvo endorsement announcement, Knicks' Jeremy Lin looks like the same player who slept on brother's couch"). "A lot of you guys might be wondering why we decided to partner with Volvo," Lin said and then explained, "What the company stands for is very in line with" the values he grew up with. "They have high quality with their cars, and at the same time, it's a very affordable car. I never had the super luxurious cars or watches... For me to be able to find a high-quality affordable and relatable is very important for me." He also cited Volvo's "power and toughness," "strong material and safety systems," and their "continued progress, continuing to improve every day, every year," which is something he aims to do.
Lin also told reporters, "I don’t really have a car in the city right now. If you want to know, I’m leaning toward the S60 and S80."
