Pirelli signs 'Blade Runner' Pistorius in publicity deal

ERJ staff report (DS)

Milan, Italy -- The Pirelli Group has reached a sponsorship agreement with South African athlete Oscar Pistorius. Known as "the fastest man on no legs", Pistorius is the double amputee world record-holder in the 100, 200 and 400 metre disabled athlete events and runs with the aid of artificial limbs made from carbon fibre.

In a deal that echoes Pirelli's sponsorship of Carl Lewis in 1995, Pistorius will receive sponsorship money from Pirelli, and also agree to act as spokesman. Pistorius said, in a video posted by Pirelli on YouTube, "Pirelli is a very important company and an extremely dynamic brand.

Pirelli said, "The sponsorship agreement between Pirelli and Pistorius signals the beginning of a partnership that could lead to new common initiatives in the short term."

Pirelli's CEO, Marco Tronchetti Provera mentioned the deal in passing last May in Berlin, and officially announced the arrangement in June.

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Press release from Pirelli

YouTube video posted by Pirelli