Pistorius to Pitch for Pirelli
Pirelli has signed an agreement with the South African athlete Oscar Pistorius – the double amputee sprinter, who uses carbon fibre blades – to become a “global spokesman” for the company; a position that will eventually lead to a starring role in the manufacturer’s advertising. Pistorius, who is already sponsored by Pirelli, holds the world records for the 100m, 200m and 400m and will – the Italian giant hopes – take on a similar iconic significance in its promotional materials to Carl Lewis, who appeared in adverts for the company in his prime.
Mario Tronchetti Provera said of the Blade Runner, “Pistorious is an extraordinary person. We are happy to be able to give him our support. For Pirelli, he could represent our new Carl Lewis; his story witnesses to the fact that will, passion and technology can vanquish any obstacles, improving the lives of many.”
The athlete himself commented that the deal is “another sign that barriers are in the eyes of the beholder.” Pistorious won the 100m on the line despite starting poorly at the Paralympics yesterday. He isalso due to compete in the other disciplines in which he holds world records later in the week.