Annals of Marketing – Shohei Ohtani and Taycan Turbo S

Shohei Ohtani – Courtesy of Porsche AG 13 September 2024 – copyright Getty Images – all rights reserved

Ken Zino of AutoInformed.com on Annals of Marketing - Shohei Ohtani and Porsche Taycan

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In an updated social media twist on what was once known as the rag trade, Porsche said this morning there was a meeting the with two-way player* recently in Los Angeles, his adopted home. With all the well-deserved tsunami level publicity surrounding Ohtani since his arrival in 2018, many were hoping to sign the Japanese-born athlete as the next star player on their team following the announcement of his departure from the Los Angeles Angels in late 2023.

“The number 17 on the back of his in-demand jerseys has been a key component of his identity since his youth and is a symbol of his extraordinary celebrity. With this in mind, Ashley Kelly, the wife of Ohtani’s future teammate Joe on the Los Angeles Dodgers, went straight to work publishing videos in which she showcases jerseys and merchandise of all sizes sporting the number 17 under the hashtag #Ohtake17. The message: her husband, the current owner of the popular jersey number, would surrender it to Ohtani if he’d only join the Dodgers,” Porsche said in a release.**

The Kelly campaign was a success. Ohtani signed the contract, took over number 17, and thanked Ashley Kelly with an astounding gesture. He gave her a Porsche Taycan. On 24 December 2023, Ashley Kelly posted a video of herself receiving the unexpected Christmas present, with unrestrained joy all over her face.

“Whenever I think about cars, Porsche always come to mind,” said the now 30-year-old with a friendly smile a few months later. We (Porsche) got together with him on a baseball field in Los Angeles near Dodger Stadium, where he had the opportunity to see the new Taycan Turbo S for the first time ever. “The car is really comfortable to drive, really quiet, and demonstrates its performance on every road,” said Ohtani after his initial assessment. “Porsche sports cars are so much more than just a means of transportation. They offer experiences and are so much fun to drive. I think that’s a good fit for me.”

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