A series of eight interviews tell honest and revealing stories
about how some of the country's most elite athletes rose from
extraordinary circumstances to achieve success in their fields. It
includes Serena Williams, boxer Claressa Shields, fencer Ibtihaj Muhammad, volleyball player Jake Gibb, boxer Carlos Balderas, rugby player Carlin Isles, weight-lifter Morgan King and swimmer Cullen Jones.
"We specifically selected these remarkable athletes because they are different. Their stories are not what you would expect," explained Tom Noble, Department Head, MINI Brand Communications. "In the end, it's not about the labels people give you, it's about who you are and what you overcome. It's about being an individual and creating your own path,
something we as a brand know a lot about. These Olympians and their stories offer important lessons that reveal the power of the human spirit to surprise and inspire."
The campaign's eight long-form interviews with each individual
athlete telling their unique stories of overcoming challenges went live on July 21st at a site created specifically to share these stories (www.miniusa.com/DefyLabels).