Toyota wanted to connect with the youth and improve the favorableness of the corporate brand by means of effective promotion as a one part of TOYOTA Olympic & Paralympic Games initiative whose slogan is “START YOUR IMPOSSIBLE”.
To personalize Toyota’s corporate attitude “START YOUR IMPOSSIBLE” within the youth population who is interested in street culture, we decided to hold “an alternate Olympic-like games held on the streets” during the three years between Pyeongchang Olympics and the Tokyo Olympics. It’s a competition, based on the same concept of the challenging spirit and internationality that the Olympics represent. It’s a global campaign to identify the world’s hottest street performers (dance, sports, music) that are voted and ranked by today’s youth.