Bridgestone partners with Michael Johnson

04 Mar 2016

By: Sport Industry Group

Bridgestone Americas, Inc. (Bridgestone) has teamed up with Olympic track & field athlete Michael Johnson to conduct a new internal training and sales incentive programme.

Designed to inspire Bridgestone retail operations (BSRO) employees in the countdown to the Rio 2016 Olympic Games, Johnson joined BSRO during the company's 2016 National Business Conference in Houston to begin the programme.

Through a series of appearances, educational videos and other training tools, Johnson will share the lessons he's learned on the track and use his coaching techniques challenge BSRO employees at the company's tyre and automotive service centres in the United States. 

"I'm thrilled to partner with Bridgestone and look forward to using the Olympic Games as a great motivator with its retail team mates this year," said Johnson.

"There are so many parallels between sports and business and I'm excited to share what I've learned over the years about motivation, teamwork, goal-setting and perseverance with the Bridgestone team. It's going to be a lot of fun, and hard work, too."

As part of the programme, Johnson will be featured in an Olympic themed sales incentive programme, a mobile training tour, and a trip to the United States Olympic Committee Training Centre in Colorado Springs for BSRO top performers.

Later this year, Bridgestone will also use Johnson for a consumer-facing retail marketing campaign with in-store, mobile activations and promotions. 

"Bridgestone's people and products demonstrate our company's passion for performance every day," said Stu Crum, president of BSRO. "In our stores, we are driven to perform, just like the elite athletes who are training for the Olympic Games, so who better to inspire our team than Michael Johnson, an elite athlete and coach who's literally brought home the gold. We couldn't be more excited to welcome Michael to the Bridgestone family and to have the opportunity to learn from one of the best."

"Joining the Olympic movement as one of just 12 Worldwide Olympic partners provides an incredible opportunity to grow our business in a way that no competitor can," added Crum. "The training program with Michael is just one exciting way we'll be leveraging our Olympic partnership to ignite pride and performance among our teammates at the retail level."