NBA star Jeremy Lin of the New York Knicks will endorse Volvo cars, after signing a deal with the company. Lin, who graduated from Harvard and took an unconventional path to the NBA, has Taiwanese-born parents, is extremely popular in China, where basketball has a strong following.
In a statement released by Volvo, the company said
“is expected to help in the marketing efforts of Volvo in several international markets and help establish the brand with younger and performance-oriented customers.”
Lin’s endorsement should be a boon to Volvo’s sales in China as well, which totalled 47,000 last year. Volvo is owned by Chinese automaker Geely, and Volvo is looking to boost global sales to around 800,000 units by 2020. Volvo will announced details of the endorsement at 5 P.M. EST in New York.