According to a report by Bloomberg, Jeremy Lin, the sophomore NBA sensation is in talks with the Chinese-owned carmaker about signing up to endorse the brand overseas. Lin, the bilingual point guard from Harvard, has entered the NBA limelight this season while playing for the New York Knicks.
According to Bloomberg, Lin is the first American of Chinese descent to play in the NBA. Former NBA All-Star Yao Ming, a Chinese national, remains one of the most popular celebrities in China after his retirement from pro basketball last summer. Tapping into the NBA's growing popularity in China could help boost Volvo, which is not as well known as more established luxury brands like Audi or Buick.
For Lin, capitalizing on his nascent success with Volvo would have to be seen as a positive move, given the fickle world of sports endorsements. As talented as Lin is, the annals of the NBA are littered with flash-in-the-pan guys who had but 15 minutes of fame before fouling out of celebrity life forever.