Macau, China, August 24, 2011 - The International Volleyball Federation (FIVB) today launched the FIVB Heroes campaign, an exciting new initiative designed to elevate the sport globally, at the Macau East Asian Games Dome, host of this week’s World Grand Prix final round. 

Commented FIVB President Wei Jizhong: “Our mission is to bring the spectacle of Volleyball to the world. China is a good example of how popular the sport can become. The atmosphere here is just wonderful.”

The FIVB recently began a widespread rebranding project, which includes a new corporate logo, as well as a whole new look and feel to its events. The new marketing campaign, which has the athletes themselves at its core, is a key element of the project. Said Wei Jizhong: “We are asking our top athletes in both disciplines – Beach Volleyball and Volleyball – to step into the spotlight and to further promote Volleyball as a highly athletic and professional sport played around the globe and with a strong brand behind it. This is what we are aiming for. No one can tell the story of our sport better than the athletes themselves. They are perfect role models – powerful, expressive and dynamic.”

In total, 13 female Volleyball players have been selected as FIVB Heroes, and half are playing in Macau this week: Sheilla Castro (BRA); Destinee Hooker (USA); Ekaterina Gamova (RUS); Jelena Nikolic (SRB); Simona Gioli (ITA); Saori Kimura (JAP); Yimei Wang (CHI); Yeon-Koung Kim (KOR); Joanna Kaczor (POL); Kenia Carcaces Opon (CUB); Milagros Cabral de la Cruz (DOM); Margareta Kozuch (GER); and Manon Flier (NED).

From Beach Volleyball, 29 athletes were announced in June at the World Championships in Rome, with the unveiling of a further 16 male indoor players at the World League final in Gdansk, Poland the following month. The majority of the players who have been chosen to be part of the campaign have won “Most Valuable Player” awards at FIVB events. Priority was given to players who are expected to continue their careers for another four or five years.

Photo and high-speed film shoots have been staged in Montreux, Gstaad, Tokyo and Rome. In addition, super-slow-motion scenes have been used to emphasise the excitement of the sport and the physical excellence of the athletes. Thirty-second TV commercials and event posters have also been produced.

Said Brazilian star Sheilla Castro: “It’s an honour to be part of the campaign.” Ekaterina Gamova commented: “It will help to create more role models for future generations of players and a platform for stars.”