By Barry Janoff
April 23, 2012: Chrysler Group's Jeep brand has signed a global deal to become the official vehicle of USA Basketball, including both the men's and women's squads participating in the 2012 Summer Olympics in London.
The alliance will be supported by a multi-media marketing campaign launching April 28 that will be headed by NBA all-star guard Chris Paul.
Financial terms of the deal were not disclosed.
Other official partners of USA Basketball include State Farm, Nike, PepsiCo's Gatorade, Tiffany, American Express, Cisco, MetroPCS, Dr Pepper/Snapple and Joseph Abboud.
The campaign features the umbrella theme, "Power Within," and will be anchored by a TV spot, “When We All Believe," which includes action from the 2008 gold medal winning U.S. men's basketball team. The campaign features the 2012 Jeep Wrangler Unlimited Altitude Edition and the tag line, “Proudly believing in USA Basketball.”
“Each member of the USA Basketball team embodies inner strength, passion, a drive to win and a true sense of dedication they use to not only represent their team, but also their country,” Mike Manley, president and CEO for Jeep, said in a statement “The Jeep brand is proud to be on the same team as these talented men and women. Both symbolize American pride, a strong history, a humble spirit, integrity, courage and leadership.”
Paul, who was a member of the gold medal team at the 2008 Olympics in Beijing and who is expected to be on the 2012 roster when it is named in June, will appear in TV, print and Internet for the campaign. Support also includes out-of-home and dedicated social media sites such as Twitter, YouTube and Facebook.
The TV spot features music from and the voiceover of Grammy-winning musician Common. Paul and Common were part of a celebrity-laden event in Los Angeles on April 22 that officially launched the Jeep-USA Basketball alliance.
A related sweepstakes beginning May 21 will offer a 2012 Jeep Wrangler Unlimited Altitude Edition as its top prize. Lead agency is Global Hue, Southfield, Mich.
According to Chris Paul, "The Jeep brand has always been associated with the American spirit . . . The concept of the 'Power Within' is evidenced in my everyday life, both on and off the court. It will be that power that will energize the USA Basketball and Jeep to maximize this global partnership in support of the Men's and Women's National Teams."
"The strategic buildup of USA Basketball-themed events, along with advertising and marketing, will put Jeep top of mind with sports fans around the world.”
Earlier this year, the Jeep brand aligned with the Jalen Rose Leadership Academy in Detroit, an open-enrollment public charter high school whose goal is to "develop a multi-phased development program to expose students to programs and events designed to enrich and develop their educational path."
“We are proud to have the Jeep brand’s support of USA Basketball as we prepare to represent our country both on and off the court this summer,” Jerry Colangelo, USA Basketball chairman, said in a statement. “The defining characteristics of these two American brands make the affiliation feel natural, and the strategic buildup of USA Basketball-themed events, along with the comprehensive advertising and marketing campaign, will put the Jeep brand top of mind with sports fans around the world.”