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Celebrating Leicester City’s First English Premier League Title, TOYO TIRES Creates a New Collaborative Video

Toyo Tire & Rubber Co., Ltd.’s British distribution company, Toyo Tire (UK) Ltd. is celebrating the first English Premier League title of its official sponsorship partner, Leicester City Football Club. The latest in Toyo Tires’ ‘Surprising the world’ short-video series, titled ‘Surprising the world – Only those who keep on driving can change the world’, was released globally on Tuesday, 10 May 2016. （https://www.youtube.com/watch?v=-FsjG0aKFAM&feature=youtu.be

Located near Leicester City in the East Midlands of England, Toyo Tire (UK) Ltd. (TUK) became an official sponsor for this local team in 2014 upon the club’s promotion to the English Premier League. Since then, TUK has come to develop a variety of collaborative campaigns with the team.

Leicester City’s first Premier League title not only has all the elements of a once-in-a-lifetime feat, but also has been backed by worldwide applause for how the team ran up the table.

The unceasing defiance of Leicester in its pursuit of greatness overlaps with the worldview taken by the Toyo Tires brand. As such, the company takes tremendous pride in its sponsorship relationship with the team and salutes the players and the organisation for going the full distance.

To celebrate together with the gleefully rejoicing local supporters, and football fans the world over, Toyo Tires has created a video in honour of the club’s triumph, ‘Surprising the world – Only those who keep on driving can change the world’.

Toyo Tires has released the video globally on YouTube together with the company’s slogan of ‘Surprising the world’. The short movie depicts the fierce determination of players such as Vardy and Mahrez and the passion of the club’s manager, Claudio Ranieri.

Always looking to exceed consumers’ expectations and deliver to the world surprises like that of no other brand, Toyo Tires is well placed to continue delivering added value.

Short-Video Overview: Surprising the world – Only those who keep on driving can change the world

In the story ‘Did anyone imagine?’, the video begins with what might be considered simply as a modest English city.

But that city proceeds to become the stage for an impossible miracle, with Jamie Vardy, a former factory worker who would break the record for scoring in successive Premier League matches; Kasper Schmeichel, Danny Drinkwater, who – left out by his former top-flight club – would come back and defeat them; and an unknown samurai, Shinji Okazaki, who would be seen tearing through the opposition.

It is a tribute to the guidance of Claudio Ranieri, a manager who, expected only to avoid relegation, thast the club would have such a day of honour as he led his players to achieve what was previously unthinkable –even by the club’s die-hard fans.

Only the unimaginable can surprise us, and bring us joy. And, in time, this is what remains in our memories. Only those who keep on driving can change the world.

■ About Toyo Tire & Rubber Co., Ltd.
Toyo Tire & Rubber Co., Ltd. develops its business activities across the globe, focusing on manufacturing and sales of its core products: tyres. With operations in over 100 countries and regions, Toyo Tires deals in numerous automobile components, including tyres and seat cushion parts made of urethane, which the company supplies to automotive manufacturers around the world.

■ About Toyo Tire & Rubber Co., Ltd. and Leicester FC
Holding “driven to perform” as its brand statement, Toyo Tire & Rubber Co., Ltd.’s British distribution subsidiary, Toyo Tire (UK) Ltd. saw the same commitment to performance in Leicester FC, and in August 2014 the two agreed to terms for the tire manufacturer to become an official sponsor. The sponsorship agreement is a multi-year deal, covering the seasons of August 2014 – May 2015 and August 2015 – May 2016.
 

For press enquiries, please contact: press@toyotires.eu