Defying Labels V2.0 – MINI Is in the 2016 Rio Olympics!

July 28th, 2016 by
By Schomp Mini


With athletes the world over readying for the 2016 Summer Olympic Games in Rio de Janeiro, MINI is ramping up its own form of athleticism by way of “Defying Labels v2.0.” Featuring a suite of Olympic athletes who have defied labels t0 succeed, MINI’s latest campaign can be viewed across social media as well as on television before and during this year’s Olympics.


MINI knows a thing or two about defying convention and forging your own path. They’ve been doing it since 1959, and salute the athletes who know that there’s only one label that matters: U.S. Olympian. These television and social spots and interviews will cover our world’s best athletes and their respective journy to defy labels of their own, leading up to the 2016 Rio Olympics.


Beginning on August 1, MINI will be airing appearances on the Today Show, featuring an interview with Fencer Ibtihaj Muhammad. Other spots and long-segment interviews will be aired on TV, YouTube and more through the end of August. Other Olympians featured include Jake Gibb (beach volleyball), Carlin Isles (rugby), Carlos Balderas (boxing), Cullen Jones (swimming), Morghan King (weight lifting), Clarissa Shields (boxing) and Ashlyn Harris (soccer).

Also featured will be MINI’s 2016 and 2017 Cooper lineup, including the Clubman, Countryman and Convertible, as well as two- and four-door Hardtop models. Keep tabs on Schomp MINI’s social channels and blog for updates on the olympics, our Olympic team and the best of MINI’s involvement this year.