Snowboard Icon Joins Team Toyota

Travis Rice Named Newest Addition to Toyota's Athlete Roster

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Oct 15, 2013, 01:30 ET

TORRANCE, Calif., Oct. 15, 2013 /PRNewswire/ -- Often hailed as the best all-around snowboarder in the world, Travis Rice continues to up his game within the action sports community and beyond. Rice is the newest member of Team Toyota, an exceptional group of athletes selected and supported by Toyota Motor Sales, USA, Inc. Rice joins the ranks of Toyota-sponsored athletes Bob Burnquist, Simon Dumont, Elena Hight, Louie Vito and more.

Recently crowned 'Best Male in Action Sports' by ESPN, Rice has won two X-Games golds, several US Opens and the infamous Air and Style in Europe to name a few. Rice is credited for his innovative film projects, including That's It, That's All and The Art of Flight. He also created the groundbreaking back-country snowboard contest 'The Red Bull Supernatural.'

"I'm floored to join Team Toyota and collaborate on some upcoming projects. Toyota is such a rock solid organization with a seriously dependable product that is going to be an asset for my whole team," said Rice.

Rice currently appears in the "Keep It Wild" marketing campaign for the 2014 Toyota 4Runner. The campaign centers on a series of videos featuring Rice, along with motorsports veteran Andy Bell and whitewater kayaker Rush Sturges, exploring the open space of his native Jackson Hole, Wy. Videos can be viewed on the Toyota USA YouTube channel beginning October 9, Rice's birthday.

"Travis' background and experience brings a new perspective to Team Toyota," said Ed Laukes, vice president, marketing communications and motorsports for Toyota. "He's such a dynamic and versatile athlete—not to mention a long-time Toyota owner—making him a great addition to our team."

Rice is currently working with DC Shoes to create a snowboarding-themed Tacoma for the DC x Toyota Let's Go Places Build Off contest. The truck will be displayed at the SEMA show in Las Vegas on November 5. To learn more, visit http://blog.dcshoes.com/us/en/snow/news/dc-x-toyota-let-s-go-places-build-off-08222013.

About Toyota
Toyota, the world's top automaker and creator of the Prius, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands. Over the past 50 years, we've built more than 25 million cars and trucks in North America, where we operate 14 manufacturing plants and directly employ nearly 40,000 people. Our 1,800 North American dealerships sold more than 2.3 million cars and trucks in 2012 – and about 80% of all Toyotas sold over the past 20 years are still on the road today. (NYSE:TM) For more information about Toyota, visit www.toyotanewsroom.com.

Toyota partners with a wide variety of organizations across the country, with a focus on education, safety and the environment. As part of this commitment, we share the company's extensive know-how from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good. (NYSE:TM) For more information about Toyota, visit www.toyotanewsroom.com.

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SOURCE Toyota