To celebrate the diversity of the US Paralympic team and showcase their elite competitive abilities, Team USA announced the launch of its newest celebratory campaign entitled “Show the World” on 17 June.
Coinciding with the opening day of the US Paralympic Team Trials in Minneapolis, the campaign is dedicated to driving awareness of the Paralympic Movement while highlighting the incredible feats that fans can expect and may not be aware of ahead of the upcoming Paralympic Games in Tokyo.
In “Show the World,” prominent Para athletes are featured in campaign spots and social content that showcase their remarkable talents, backgrounds and passions – united by a mission of greatness to grow a more inclusive world through sport. The campaign recognises and celebrates how the athletes' differences make them stronger and is indicative of the major growth of the Paralympic Movement.
“At its core, the Paralympic Games represent inclusivity and the infinite possibility of sport,” said USOPC CEO Sarah Hirshland. “The incredible talent and strength of all Team USA Paralympic athletes continue to showcase the best of our country’s diverse abilities and backgrounds, and ultimately helps to create pathways to grow the pipeline for participation in Paralympic sport. The competition at the US Paralympic Team Trials and Paralympic Games is going to be impossible to miss, and I can’t wait for the world to tune in.”
Paralympians Femita Ayaneku (Para athletics), Desmond Jackson (Para athletics), and Paralympic silver medallist Matt Stutzman (Para archery), lead the brand-new creative film which aims to make the world take notice of the elite competitors and diverse makeup of Team USA’s Paralympic athletes. Paralympic gold medalist Katie Holloway (sitting volleyball), six-time Paralympic medalist Oz Sanchez (Para cycling) and eight-time Paralympic medalist David Wagner (wheelchair tennis) are also featured, among others.
“Being a part of this campaign means people will get to see that disability does not mean inability,” said Ayanebeku. “We are stronger than our physical differences and it’s time for us to show the world.”
The exposure will continue as Para athletes hit the world’s biggest stage this summer with NBC’s unprecedented 1,200 hours of coverage including the network’s first primetime broadcasts, more than 200 hours of TV coverage among NBC, NBCSN and the Olympic Channel: Home of Team USA, and over 1,000 hours of live streaming across 19 sports on NBC’s digital platforms. The coverage showcases the network’s continued commitment for the Movement which has grown from 5.5 total hours for London 2012.
Toyota, who will return as NBC’s presenting partner of the Paralympic Games broadcast, has demonstrated an unparalleled pledge to the Paralympic Movement, including their recent announcement of nearly USD 5 million of direct support to Paralympic athletes aiming to compete at the Tokyo 2020 and Beijing 2022 Games. The initiative, which was announced last month, consists of stipend opportunities to all athletes currently in contention to represent Team USA at the next two Paralympic Games.
Once named to the US Paralympic Team, all athletes will have the opportunity to opt-in to additional sponsorship opportunities. In addition, Toyota released “Upstream” in February 2021 featuring 13-time Paralympic medalist Jessica Long, which ran as a part of the year’s iconic Big Game commercial inventory.
Devoted to highlighting the game-changing stories of Paralympic athletes, “Show the World” is the latest initiative highlighting Team USA’s commitment to growing and supporting the Paralympic Movement in the lead up to LA28 and beyond. While Los Angeles has been the home of two previous Olympic Games, 2028 will mark the first time the city will host the Paralympic Games since the two Games began taking place in the same city and venues in 1988.
For more information on “Show the World” and the U.S. Paralympics Team Trials, visit www.TeamUSA.org/Show-The-World. Follow Team USA on Facebook, Twitter and Instagram for latest news and updates.