By Barry Janoff
March 21, 2015: Jimmie Johnson generally knows his time when he's speeding around Nascar tracks at 180 MPH. But now he will have a better sense of time throughout the day after signing a deal to become a global ambassador for Seiko Corp. of America.
The six-time Nascar champ is joined by an equally renowned spokeswoman — Misty Copeland, soloist for the American Ballet Theatre — who was described by Seiko as having a "passion for success and desire to be one step ahead."
Johnson will represent Seiko's Coutura collection while Copeland will be out front for the Tressia women's line in a multi-media campaign to hit this fall.
Financial terms of the alliances were not disclosed.
The deal with Copeland is especially interesting as she continues breakout marketing deals that are raising her profile among a decidedly non-ballet oriented audience.
The 32-year-old is one of the faces of Under Armour's "I Will What I Want" campaign for the brand's women's lines, along with the likes of Lindsey Vonn, Sloane Stephens and Gisele Bündchen, empowering consumers with such themes as "Get the gear that's built to work as hard as you do."
She also has deals that include Payless, Proactive, Blackberry and Lavazza coffee, in addition to a number of pact endemic to the world of ballet and dance.
Johnson's deals also include Lowe's, Gatorade and Chevrolet.
"They show the commendable passion for progress, individuality and unyielding desire to be revolutionary that embodies the essence of Seiko this year."
The pair join a roster of Seiko endorsers that includes Novak Djokovic and Landon Donovan.
"We are pleased to welcome both Jimmie Johnson and Misty Copeland to the Seiko Nation as brand ambassadors, representing Seiko as forward-thinking personalities behind our progressive brand," Yosh Kawada, president and CEO of Seiko Corp. of America, said in a statement.
Among her accomplishments, Copeland is the first female African American in two decades to be a soloist at American Ballet Theatre. Her autobiography, Life in Motion, was on The New York Times best-seller list, and she won acclaim for children's picture book, Firebird. She also is an ambassador for the Boys & Girls Clubs of America.
According to Kawada, "Both Jimmie and Misty, joining current brand ambassador Novak Djokovic, bring their own sensational, unique qualities never seen before behind the Seiko brand, while each of them show the commendable passion for progress, individuality and unyielding desire to be revolutionary that embodies the essence of Seiko this year."
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