Audi has utilised its partnership with South African 400-metre world record holder, Wayde van Niekerk, for a brand campaign titled #Lane8.
The campaign is driven on social media and centres on Van Niekerk’s historic victory at the 2016 Olympic Games in Brazil, where he broke a 17-year old world record in the 400 metres, running in lane eight.
His historic performance not only broke a world record that had stood for 17 years, but it also marked the first time that an athlete had won an Olympic race, starting from the eighth lane.
Due to the staggered start in track and field events, athletes starting from the eighth lane are at a disadvantage, often with no view of their competitors until the last sprint. This makes it difficult to pace yourself or gauge your closest competitor.
Following his world-record feat, Van Niekerk sustained an anterior cruciate ligament injury during 2017 and has spent a long period in rehabilitation before returning to competitive running this year, with an eye on next year’s Olympic Games in Japan.
“Despite the many challenges that he has faced, Wayde has never let his circumstances hold him back,” said Tarryn Knight, Head of Marketing and Product at Audi South Africa. “He exemplifies performance, bravery, resilience and progress, which resonates with our brand values of Vorsprung. We are proud to have partnered with him on the #Lane8 campaign and excited to share a heart-warming, local content piece with South Africa,” concluded Knight.