Bridgestone UK launches Olympic sponsorship campaign

Thursday 4th May 2017 | 0 Comments

Bridgestone’s three Chase Your Dreams, No Matter What ambassadors
Bridgestone’s three Chase Your Dreams, No Matter What ambassadors

Bridgestone has launched its extended worldwide Olympic Partnership in the UK with a national campaign focused on “putting some emotion” into its brand marketing, according to the manufacturer’s representatives. In order to achieve this, the world’s largest tyre maker has adopted the campaign slogan “Chase Your Dream, No Matter What”, with three British Olympians who have overcome different kinds of adversity representing this ethos.

All-time decathlon great, and double Olympic gold medallist, Daley Thompson is joined by synchronised diving gold medallist from Rio 2016 Chris Mears, and rising golfer Charley Hull, who, at 20 years old, finished seventh on her Olympic Games debut in Rio, as the three Bridgestone brand ambassadors; each athlete’s journey to the top of their respective sports has featured a measure of political or personal adversity, as promotional videos made in conjunction with Bridgestone show.

Bridgestone states the message of this campaign is “motivational”, encouraging “people of all ages, abilities and passions to find the strength to chase their dream and overcome the obstacles they face” – it associates such a message with its tyres, designed to help drivers safe on the road, whatever the conditions. Bridgestone is an official International Olympic Committee Partner through to the Olympic Games in 2024, which will be hosted by Budapest, Los Angeles or Paris, with the 2020 Games in Tokyo representing obvious importance for the Japanese giant.

Bridgestone North Europe managing director, Robin Shaw commented: “Our Chase Your Dream, No Matter What campaign aims to inspire people everywhere, whatever their background to find the strength to chase their dreams and overcome any obstacles they face on life’s journey. Whatever challenges you face, we believe our role is to keep everyone safe and on track until you safely reach your destination. Our ambassadors are sharing their stories to help everyday people chase their dreams, no matter what.”

British Olympic Association CEO, Bill Sweeney is also delighted that Bridgestone has become a worldwide Olympic partner and proud to support the Chase Your Dream, No Matter What campaign: “As we start a new Olympic cycle it’s an exciting opportunity to collaborate with the new Worldwide Olympic Partners. Bridgestone is a globally recognised and successful brand and we are excited and proud to work together on their Chase Your Dream, No Matter What campaign. Our role in helping the nation’s best Olympic athletes realise their dreams resonates with so many of the stories around the Olympic Games as athletes strive to reach their personal goals and provide inspiration for anyone with their own goals and aspirations.”

The three sporting heroes were revealed as Chase Your Dream, No Matter What ambassadors at a launch at the Oxo Tower on London’s south bank, hosted by BBC Sport presenter Dan Walker. Each shared personal stories of overcoming adversity to triumph against the odds: Thompson grew up as a mixed-race child in an underprivileged part of 1960s West London, and he spoke about the self-belief and inner confidence: “My upbringing and sporting career have taught me that if I work hard enough and remain focused, then I can achieve my goals. I would like to think that I’m a living testament to the Chase Your Dream, No Matter What philosophy.”

Mears had to fight for his life at 15, when he suffered a ruptured spleen as a result of undiagnosed glandular fever while training in Sydney, Australia. Given a five per cent chance of survival, he staged an unlikely comeback to win European Championships and Olympic golds in 2016 with partner Jack Laugher, embodying the spirit of never giving up: “I believe really strongly in the Chase Your Dream, No Matter What campaign, because I love the fact that Bridgestone values mental and physical determination, strength and endurance, championing the journey to achieve your goals as much as the result.”

Hull has competed from a very young age in the male-dominated world of golf: “I’ve come up against many barriers as a female golfer and I’ve had to learn to battle these to succeed. When you feel strongly about something, it’s your spirit as much as your ability that gets you through. I feel that I have the spirit to chase my dream, no matter what.”

The campaign will be supported by Bridgestone’s golf sponsorships, including the national grassroots Bridgestone Chase Your Dream Trophy for amateur golfers, while three grassroots events will be hosted by the sporting ambassadors during 2017.

Bridgestone’s three videos, exemplifying the more “emotional” approach to marketing employed in this campaign, can be viewed above.

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Category: Company News, UK News