Jul 30 , 2019
No one is born an Olympian. Olympians are made. Molded from more than just strength and speed. But something else. Staying power. Through the toughest terrain. With absolute focus. To stay the course. And realize their dreams. We recognize these roads. We’ve been doing it for decades. Keeping people on track. Whatever their journey. No matter the conditions. This is our passion. So whatever you want to achieve. Olympic glory. Or something closer to home. Keep going. Stay true. CHASE YOUR DREAM.
“Chase Your Dream” is Bridgestone’s global manifesto for the Olympic Games. First unveiled a year prior to the 2016 games, it highlights the pursuit of performance that Bridgestone shares with the Olympic Movement, and honors the commitment necessary to stay the course to realize one’s dreams.
Bridgestone became a Worldwide Olympic Games Partner in 2014 and a Worldwide Paralympic Games Partner in 2018. As a partner and the official Tyre of the Games, through to 2024, the company is committed to providing its leading products, services and expertise in support of the Olympic events and the world’s greatest athletes.
Bridgestone believes in the power of sport to excite, inspire and unite people across backgrounds and borders. Its support of the Olympic and Paralympic Movements is an extension of a commitment to empowering people everywhere to pursue their dreams.
The partnership in 2014 marked the first truly global marketing platform in the company’s history. Now into the fifth year of the partnership, Bridgestone, one of only 12 TOP partners, has already served at three Olympic events.
The first event was the Olympic Games Rio 2016, which also happened to be the first Olympic and Paralympic Games in South America and Brazil, a country where Bridgestone has operated for more than 90 years.
Following a limited debut activation around the Olympic Games Rio 2016, the company expanded its marketing activities for the Olympic Winter Games PyeongChang 2018 and the Youth Olympic Games Buenos Aires 2018.
PyeongChang 2018 was the first of three consecutive Olympic Games in Asia, which is a very important region for the company. In addition to a multi-channel marketing campaign to raise brand awareness among billions of sporting fans and consumers, Bridgestone supplied its industry-leading Blizzak winter tyres to International Olympic Committee (IOC) vehicles, and enthusiastically supported its first global roster of athletes.
The Bridgestone commercial ‘2016 Road to Rio: Built to Perform’ celebrated the brand’s first Games as Worldwide Olympic Partner. In the commercial, athletes run, cartwheel and swim along highways in perfectly aligned groups of four. The spot features some spectacular visual effects – at one point, the road turns into a river, and the athletes dive in – and eventually, they turn into four rolling tyres. The ad highlights the many parallels between elite athletic performance and Bridgestone tyre innovation – both have to be “determined, resilient, ready for anything,” and must be “built to perform”.
The campaign and associated activations honored the company milestones – as well as the hard work and dedication of every athlete who has chased their dream to compete on the world’s greatest sporting stage.
Bridgestone now eagerly anticipates its role in the Olympic Games 2020 in Tokyo. This will be followed by the Olympic Winter Games Beijing 2022, and the Olympic Games Paris 2024. The partnership also includes support for the next two Youth Olympic Games
Gearing up for the 2020 event, which will take place in the home of Bridgestone’s global headquarters, the company is already building an even wider global roster of athlete ambassadors. It will continue to leverage its support for the Olympic Movement to engage customers in new countries and more key markets around the world.
In Bridgestone’s inaugural 2020 Olympic Games commercial, the ‘Chase Your Dreams’ theme continues. In sync with the words in the manifesto, world-class athletes and tyres are built differently – they’re “built to perform” at the highest level. The ad aims to inspire and empower people everywhere to overcome obstacles and persevere in pursuit of their dreams.
Bridgestone Corporation’s long-term commitment to the Olympic Movement furthers its proud sporting heritage and history of innovation, which is over 100 years old. It showcases Bridgestone Corporation’s commitment to community service, social responsibility, environmental stewardship, and respect for diversity – all tenets of the Olympic Charter that also lies at the heart of the Bridgestone brand.
