• Loading stock data...
Friday, July 12, 2024

With New Initiative, Toyota Taps Team USA to Help Spread the Message

Image via Wall Street Journal

Image via Wall Street Journal

When one thinks of Toyota, usually it’s because of its award-winning vehicles, strive for automotive excellence or even NASCAR championships. However, Toyota as we know it is re-branding into a mobility company opposed to a sole automotive company.

Their definition of mobility goes beyond the car to inspiration folks everywhere can behold.

“Mobility focuses on inspiring team members and people across the world,” said Dedra DeLilli, Group Manager, Olympic Marketing — ‎Toyota North America. “It allows people access to achieve goals, overcome challenges and break barriers.”

Frankly, for Toyota, Mobility For All is a vision for the future, continuous improvement and constant innovation.

Toyota’s marketplace and initiative took them to none other than the epitome of movement — the Olympics and Paralympic games. Toyota is a Proud Partner of Team USA and supports the International Olympic Committee and the International Paralympic Committee.

In March of 2015, the International Olympic Committee announced Toyota as The Olympic Partner (TOP) in the newly created mobility category through 2024.

With the partnership, Toyota sponsors 19 U.S. athletes in both the Olympic and the Paralympic games. DeLilli says the athletes help encompass what it means to move freely — to have mobility.

“We’re here to support and cheer on advocates as part of the partnership,” said DeLilli. “It’s a really compelling way to tell (the) initiative and it’s a great alignment for Toyota’s goal.”

Through the athletes, the story of mobility can be perfected.

As for the Paralympic games, Toyota’s advancement opportunities are limitless as one of the grand stages. Their use of the athlete’s endless passion and perseverance culminates to the fact that nothing is really impossible.

Through several athlete’s stories and digital interaction, Toyota set the stage for its ‘Start Your Impossible’ initiative.

Toyota’s Start Your Impossible Initiative. (Image via Toyota)

Deemed the global corporate initiative, it invites Toyota employees, partners and customers to connect with the company’s core beliefs.

“We are inspiring through communication and numerous channels such as TV and social media to share the message of societal advancement,” said DeLilli.

Tim Rebich, principal at Centerfold Agency, knows this Toyota activation is the intersection between relevance and engagement.

“Relevance in any brand experience, execution or partnership is paramount,” said Rebich.

“Successful brand messaging, and the carrier of that message should align with the brand’s mission, resonate with the audience and of course, encompass the spirit of the brand.”

Rebich sees fit that Toyota is capturing the essence of mobility while engaging with their audience.

Toyota aims to develop a peaceful society omitting discrimination through sports and a commitment to a sustainable society through mobility. The Olympic platform does just that as members from all nations come together to compete in sport.

DeLilli hopes that through the Start Your Impossible initiative and their passionate commitment to people, barriers can be broken down and dreams can be met.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Teenage Sprinting Prodigy Sues Gatorade After Positive Test

Issam Asinga alleges Gatorade gave him contaminated gummies.

Everything To Know About the Jaylen Brown–Nike-Olympic Beef

It starts, as it often does, with a carefully parsed emoji.

Hardly Any Russians Are Set to Compete at the Paris Olympics

Russian athletes are pulling out of Paris in protest of IOC restrictions.

NFLPA Report Cards Have Become the ‘Talk of the Locker Room’ Across..

NFLPA report cards have become the ‘talk of the locker room.’
podcast thumbnail mobile
Front Office Sports Today

Warner Bros. Discovery Faces Final Decision on NBA Rights

0:00

Featured Today

The New College Sports Insiders Are Graphic Designers

Joe Tipton and Hayes Fawcett have become premier news-breakers on social media.
Oct 27, 2023; Sacramento, California, USA; A general of the Sacramento Kings logo on the court before the game against the Golden State Warriors at Golden 1 Center.
July 6, 2024

How Sports Went From Private Equity Punchline to Coveted Asset Class

Once an industry punchline, sports are now a coveted asset class.
July 2, 2024

Willie Mays’s Humility Was Key to His Genius

Mays took heat from all sides, and handled it his own way.
June 30, 2024

As Realignment Becomes Official, the Power 5 Era Is Over

It’s yet another indicator that college sports have become more commercialized.

Arch Manning Will Be in EA’s ‘College Football 25’ After All

The NCAA’s most famous backup had previously opted out.
June 13, 2024

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
June 26, 2024

Hot Dog PR Mavens Claim Joey Chestnut Beef Is All Real

The Shea brothers insist the Chestnut drama is genuine.
Sponsored

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.