Toyota became the worldwide mobility partner of the International Olympic Committee (IOC) and the International Paralympic Committee (IPC) to help build a sustainable society through mobility that leaves no one behind. 

In the framework of the partnership, working closely with athletes is essential to Toyota, as they reflect the Olympic and Paralympic spirit of pushing boundaries and turning dreams into reality.  

A Global Vision with Local Action 

The Olympic and Paralympic Games are not only a showcase of the best of human achievement, but also of the inspiring stories each athlete brings to the start line. No journey is taken alone and this year, Toyota’s Start Your Impossible campaign sheds light on the heroes behind the athlete’s success: the coaches, teammates, parents, and fans that shape them. A close-knit community provides emotional support, encouragement, and motivation, contributing to an athlete’s confidence and drive. They act as a catalyst, shaping an athlete’s journey from grassroots to greatness. Representing one’s community becomes a powerful motivator, as athletes carry the pride of their hometown. 

Through the campaign, Toyota aspires to ignite the spark of endless possibilities that reside within communities all over the globe. It’s this respect for local communities and long-standing commitment to sports that is reflected in Toyota’s support of nearly 300 Olympic and Paralympic athletes around the globe, on their journey to qualify and compete in the Paris 2024 Games. 

In Europe alone, Toyota supports over 100 athletes from 23 countries, all aiming to compete at the Paris 24 Games, in a total of 20 Olympic and 13 Paralympic disciplines.