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Leading up to the 2018 NFL Draft, Hyundai is going beyond statistics, combine results and collegiate accomplishments to document the extraordinary paths to the NFL of four top prospects. Returning for a second season, Rolling with the Rookies presented by Hyundai is a four-episode content series that brings athletes back home to visit the people, places and moments that defined their journeys.
Hyundai partnered with four prospects projected to be taken in the first round, including Wyoming quarterback Josh Allen, Alabama defensive back Minkah Fitzpatrick, Texas offensive lineman Connor Williams and LSU running back Derrius Guice, to profile their road to the NFL and their personal stories of triumph and perseverance.
Paul Imhoff, director, Marketing Communications, Hyundai Motor America
Hyundai filmed an episode with each player in his hometown and talked to his family members, coaches, friends and teachers who helped catapult him to greatness. Each player also worked with well-known cleat designer Marcus Rivero, SolesbySir, to design a one-of-a-kind wrap for Hyundai’s all-new Kona that told his story visually on the vehicle. Each design was also mirrored on a pair of custom cleats. Hyundai will distribute the content on its own website and social media channels, and through a multi-platform distribution strategy driven in partnership with digital sports publisher and consultancy, ThePostGame, whose focus on developing innovative content solutions is aligned with Hyundai’s approach.
“The journey these athletes took to get to this point is what makes the NFL Draft one of the most compelling days in sports,” said Paul Imhoff, director, Marketing Communications, Hyundai Motor America. “Our objective as an NFL sponsor is to engage with fans, create compelling content and show how passion can make things possible. We were honored to tell these amazing stories and will be rooting for them on Draft day.”