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Michelle signed
a multi-year deal with Chevrolet,
estimated at more than $1 million, which was announced during
the 2000 US Nationals. As part of the agreement, Michelle
and Chevrolet will create a program to benefit aspiring, young
student-athletes. Michelle said at the press conference announcing
the deal, "I want to show that school and skating can
be done together. Kids think that they can't do them both.
They can." Cavalier’s brand manager said that Chevrolet signed
Michelle because research shows she is the most popular athlete
among pre-teens.
Also, in the April
7, 2000 edition of the USA
Today paper, Chevrolet took out a full page ad that had
a picture of Michelle with her medal at Worlds. Towards the
bottom of the ad, in bold it said, "Commitment is anything
but a short program." Underneath that, in smaller print, it
said "Congratulations, Michelle, on winning your third World
Figure Skating Championship."
In the August 3, 2000 edition of the USA Today paper, Chevrolet
took out another full page ad. This time, the picture was
of Michelle doing a spiral in her Hands program, from 2000
Worlds exhibitions. This ad was also in skating magazines.
In the November
3, 2000 edition of the USA Today paper, Chevrolet took out
yet another full page ad. The picture was of Michelle just
sitting on a bench rubbing her feet, with her sneakers laying
on the floor. In the middle of the ad, it says, "Chevrolet
is proud to sponsor U.S. Olympic moments like this."
On the bottom of the ad, it says "Every step of the way,
from now until 2002, skating champion Michelle Kwan can depend
on Chevy. 24/7/365." This ad also appeared in Sports
Illustrated magazine several times.
The program to
help student athletes has started. The program is the Michelle
Kwan R.E.W.A.R.D.S Scholarship. The official
site for the program has all the information on how to apply
for the scholarship.
An ad for the R.E.W.A.R.D.S
Scholarship, with a picture of Michelle sitting in
a classroom, appeared in the December 2000 issues of several
magazines. In the November 10-12 edition of USA Today, there was an article
that gave some information about the Michelle
Kwan R.E.W.A.R.D.S Scholarship, which will provide
college scholarships to female athletes. College-bound high
school girls who meet the standard of excelling in both academics
and athletics will be eligible to apply for $2,000 for the
first year of college and $1,000 a year for the next three
years, providing they maintain the qualifying standard. The
scholarships will go to 10 graduating seniors each year. Michelle
said about the scholarship, ''I'm delighted that my partnership
with Chevrolet will help other young women achieve their dreams."
The first 10 winners
of the scholarship met Michelle Kwan for the first time at
a Santa Monica Beach Party, thrown by Chevrolet, on June 27,
2001. These young women were rewarded with a medal from Michelle
and had the opportunity to get to know the real Michelle during
a volleyball match and lunch. Michelle spent time with the
scholarship recipients playing tug-of-war and beach volleyball,
and talking about college. A formal awards presentation was
held at Disneyland that night.
One of the 2001
scholarship winners was Marissa Mike from Burbank, who runs
track and plays tennis. She said, "I'm really excited to have
met Michelle." She also said that she was honored to be one
of 10 girls chosen from among 5,000 applicants, "It was shocking."
Another of the winners was equestrian Katrina Wilkin from
Maine. She
said Michelle told the assembled awardees and their families
that she had approached Chevrolet with the idea, and encouraged
the company to get the 10 winners together for photos and
the presentation.
In the
February 1, 2001 edition of the USA Today paper, Chevrolet
took out another full page ad, which congratulated Michelle
on winning Nationals. The picture was of Michelle on the top
of the podium, wearing her gold medal. Towards
the bottom of the ad, in bold it said, "It's not easy
becoming a legend. But some people sure make it look that
way." Underneath that, in smaller print, it said "Congratulations,
Michelle, on winning your fifth US Figure Skating Championship."
In the March 29,
2001 edition of the USA Today paper, Chevrolet took out a
fifth full page ad, which congratulated Michelle on winning
Worlds. The picture was of Michelle on the top of the podium,
wearing her gold medal. Towards the bottom of the ad, in bold
it said, "Four straight minutes of jumping, spinning
and spiraling and we're the ones left breathless." Underneath
that, in smaller print, it said "Congratulations, Michelle,
on winning your fourth World Figure Skating Championship."
Since Chevrolet
is one of the sponsors of the Olympic torch relay, Michelle
is featured on the relay in several ways. There is a Chevrolet
sports car that follows the relay that a picture of Michelle
on each car door. The car is also autographed by all the celebrities
that carry the torch, and was auctioned for the Make-A-Wish
foundation during the summer. Also, when the torch comes to
most cities, there is an interactive trailer hosted by Chevrolet.
Outside the trailer is a media screen with Michelle inviting
people to come into the trailer. Inside are interactive games,
which includes a "design a skating program" with Michelle.
There is also a display on one side featuring Michelle's burgundy
skating dress from last year, a pair of autographed skates,
and what may be her first pair of skates. There is also a
small film that they show which contains a clip of her skating
at Nagano.
Chevrolet also
has ads containing biographies on several Olympians. One of
these ads is about Michelle. In the ad, the first clips was
of Michelle in her Lyra Angelica outfit doing a layback spin
at the 1998 Winter Olympics in Nagano. The second clip was
the very beginning of the program. The third clip was Michelle
on the podium waving. The fourth clip was of Michelle at the
2001 Hershey Kisses Figure Skating Challenge first doing a
scratch spin then landing a jump. The last clip is Michelle
turning around to pose in a mirror and smiling. The voice
over says, "Chevrolet presents Olympic Pride honest values
and enduring quality. Favorite to win gold in Nagano, 17-year
old Michelle Kwan was edged for the title by teammate Tara
Lipinski. But Michelle has persevered. Now a four-time world
champion and part-time college student, she is determined
to claim that elusive gold at the 2002 Winter Olympics in
Salt Lake City."
In the January
21, 2002
edition of the USA Today paper, Chevrolet took out a sixth
full page ad, which congratulated Michelle on winning Nationals.
The picture was of Michelle doing a spiral during Rachmaninoff
at Nationals. Towards the bottom of the ad, in bold it said,
Kwan Wins! Kwan Wins! Kwan Wins! Kwan Wins! Kwan Wins! Kwan
Wins! (That's
quite a routine)" Underneath that, in smaller print,
it said "Congratulations,
Michelle, on winning your sixth US Figure Skating Championship.
Once again, it was every bit as thrilling as your first."
Chevrolet will
be airing a TV commercial with Michelle during the Olympics.
A summary of the ad from the press release is "two guys
give awkward choreographic tips to US figure skater Michelle
Kwan. Later, in the competition, Kwan gracefully executes
the suggested move, gliding to her final position, her arms
moving into a circle, perfectly framing a sign tacked to the
backboard that reads: "Chevy. We'll Be There."
In the February
12, 2002 edition of USA Today, and several other days during
the Olympics, Chevrolet took out it's seventh full page ad
of Michelle with
the zamboni that was in several magazines late last year.
It was on the back page of the newspaper's special Olympics
edition.
In the March 28,
2002 edition of the USA Today paper, Chevrolet took out their
eighth full page ad, which congratulated Michelle on her accomplishment
at Worlds. The picture was of Michelle carrying her flowers
and an American flag, wearing her Worlds silver medal.Towards
the bottom of the ad, in bold it said, "You're right. It's
not every day you become the most decorated US skater in World
Championship history. Actually, it was Saturday." Underneath
that, in smaller print, it said, "Congratulations, Michelle,
on winning your seventh medal in the Worlds Figure Skating
Championships, a record total for a US skater. As always,
when the country depends on you, you deliver."
The 10 winners
of the second annual Michelle Kwan R.E.W.A.R.D.S Scholarship
were announced in July 2002. Over
10,000 graduating seniors applied for the scholarship. These
10 young women met Michelle in Long Beach, CA, on July 11
at the Champions On Ice show. The following day, award recipients
attended a formal presentation and awards dinner with Michelle
in Santa Monica, CA.
One of the scholarship
winners is Jacqueline Leahy, a fencer from Colorado. Jacqueline
said, "I was really surprised at how many people applied,
and that I got it. That made it more of an honor, as well
as meeting Michelle Kwan because she's so awesome. I never
thought about meeting her, but I've been watching ice skating
for a long time and I was really familiar with her. If there
was an ice skater to meet, it was her, because she been through
many defeats as well as victories, so I can sympathize with
her." In her winning essay, Jacqueline "talked about winning
not being the glory. But it's about knowing what you've been
through to get to that point. When you see Olympic athletes
after they've won, the tears in their eyes are not so much
from happiness as from the fact that all their hard work finally
led to success."
An ad for with the winners of the 2002 Chevy R.E.W.A.R.D.S
Scholarship will appear in the October and November 2002 issues
of several youth oriented magazines such as Teen
People, YM,
Cosmogirl,
and Seventeen.
The ad has all the winners and Michelle sitting together in
a college dorm room, on bunk beds and on the floor. Michelle
is sitting in the middle, holding a book and smiling. The
names of the winners of the scholarship are along the bottom
of the ad. At
the top of the ad, in a white box, it says, "They've succeeded
in academics, athletics and winning up to $5000 in scholarships.
Their next big challenge? Sharing a bathroom."
The following
is from the September 17, 2002
LA Times article, Good
as Gold:
"Similarly,
General Motors' Chevrolet division ignored her Salt Lake City
result and extended its endorsement deal with her after the
Games. Dianne Harper, a promotional manager for Chevrolet,
said 'To be honest, we got a lot of questions after the Olympics.
Like, 'She didn't win the gold medal, so ... ' And I was,
like, 'Yeah, and your point?' It doesn't matter. It's who
she is, and her value to us doesn't decrease because she doesn't
have a gold medal. The original reasons we liked Michelle
hold up today.'" The article also quotes Michelle saying she
"a proud mama" to the winners of the Chevy R.E.W.A.R.D.S
Scholarship.
In the January 28, 2003 edition of the USA Today paper, Chevrolet took out their ninth full page ad, which congratulated Michelle on winning Nationals. The picture was of Michelle on the podium wearing her gold medal. Towards the bottom of the ad, in bold it said, "Now you have one to wear on Sundays." Underneath that, in smaller print, it said, "Congratulations, Michelle, on winning your seventh US Figure Skating Championship."
In the April 3, 2003 edition of the USA Today paper, Chevrolet took out their tenth full page ad, which congratulated Michelle on winning Worlds. The picture was of Michelle smiling on the podium wearing her gold medal and holding flowers. Towards the bottom of the ad, in bold it said, "You axeled, spiraled and lutzed. And landed in the history books." Underneath that, in smaller print, it said, "Congratulations, Michelle, on winning your 5th World Figure Skating Championship. It's a record that hasn't been matched for oever 40 years. We've been proud to be there, and we can't wait to see what's next."
This 10th ad was the final one Chevrolet put out in USA Today during the length of the contract.
Michelle met with the 2003 winners of her Chevy REWARDS scholarship program on July 19, 2003 at Disneyland’s California Adventure in Anaheim, CA.
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