Bridgestone Inks Michael Johnson Partnership Deal

Bridgestone Michael Johnson

The brand will elevate the tie-up with a broader marketing campaign complete with in-store mobile activations and promotions

Bridgestone has partnered track and field legend, Michael Johnson, to conduct a fresh internal training and sales incentive programme designed to inspire Bridgestone Retail Operations employees in the countdown to the upcoming 2016 Olympic Games in Rio.

The four-time Olympic gold medallist kicked off the new platform during the company’s latest National Business Conference in Houston. Through appearances, educational videos, and other tools, he will share lessons learned on the track as well as notable coaching techniques.

The tie-up seeks to empower the more than 23,000 staff at the BSRO’s over 2,200 tire and automotive service centres nationwide. The athlete will feature in a mobile training tour and take a trip to the United States Olympic Committee Training Centre in Colorado Springs for time with the brand’s top performers.

Bridgestone has plans to elevate the aforementioned collaboration through a broader consumer marketing campaign complete with in-store mobile activations and promotions. Ultimately, the marque aims to rise as the most trusted automotive service provider in every neighbourhood it serves.

“We couldn’t be more excited to welcome Michael to the Bridgestone family. The training programme with him is just one exciting way we’ll be leveraging our Olympic partnership to ignite pride and performance among our teammates at the retail level,” said Stu Crum, President of BSRO.