New York Knicks phenom Jeremy Lin is the new Lindorser for Volvo, as Bloomberg New reports:
Lin, a 23-year-old Harvard University graduate, sparked the phenomenon that became known as Linsanity after he took over as the Knicks’ starting point guard last month. His play helped get the Knicks back into playoff contention while boosting the team’s television ratings, ticket prices and shares.
“He has become a global cultural phenomenon,” John Maloney, president and chief executive of Volvo Cars of North America LLC, said at a news conference yesterday in New York.
Lin, the first Chinese- or Taiwanese-American to play in the National Basketball Association, will appear in his first television commercials for Volvo after the NBA season ends. He’ll be used in promotional materials immediately, company officials said.
Which apparently includes this full-page ad in Friday’s New York Times:
Or, in other words, a flash-Lin-the-pan.
Time will tell, as the big time journalists say.