1. Company
  2. News, Stories and Events
  3. Start Your Impossible | Countdown to Paris 2024
I want to…

Countdown to Paris 2024: Celebrating Ireland’s Team Toyota Athletes

Three inspirational Irish athletes, Gold medal winner Ellen Keane, Silver medal winner Nicole Turner and High Jumper and Tokyo 2020 participant Jordan Lee feature in Toyota’s Start Your Impossible campaign which calls on the Irish Public to get behind our Paralympians.

The road to Paris is set for Team Toyota; Ellen Keane, Nicole Turner and Jordan Lee, as they prepare to represent Ireland and compete in swimming and high jump competitions this August and September at the 2024 Paralympic Games.

The campaign which localises Toyota’s global ‘Start Your Impossible’ platform features three Irish Paralympian stars who will compete at the games: Ellen Keane, Nicole Turner and Jordan Lee. We’re immersed into their world as we see the level of preparation it takes in everyday life to compete at their level.

The campaign brings to life the incomparable effort required for athletes to compete at such an elite level in the Paralympics Games; it shows the dedication, pride and ambition of the athletes; and is a powerful message to show what it takes to make that extra millimetre, to shave off that extra millisecond, in order to achieve greatness.

Spotlighting paralympic athletes is essential to Toyota. This campaign, voiced by our athletes, demonstrates how they have pushed boundaries and turned their dreams into a reality.  By working with Ellen, Nicole and Jordan, Toyota aims to ignite the spark of endless possibilities living within the people of Ireland and encourage the next generation of athletes to believe in their future.

Ellen Keane, Irish Gold Medal Paralympian, said, “Toyota’s Start Your Impossible is a real glimpse into the hard work and commitment it takes to compete in the Paralympics. I am surrounded by the strongest people who continuously inspire me.  Even though I have competed in four games, I am still blown away by my teammates and competitors. The Paralympics introduced me to a community of people just like me, where I feel confident with who I am. By sponsoring the Games, Toyota is connecting people with disabilities across Europe to a community of people just like them.”

A More Sustainable Fleet

Toyota is the worldwide mobility partner of the International Olympic Committee (IOC) and the International Paralympic Committee (IPC) and will provide a fleet of 2,650 electrified vehicles during the Olympics and Paralympics to help build a sustainable society through mobility that leaves no one behind.

Approximately 60% of the fleet will have zero tailpipe emissions, including battery electric vehicles (BEV) like the Toyota bZ4X, Toyota Proace, and Lexus RZ, and fuel-cell electric vehicles (FCEV) the Toyota Mirai. During the Olympic and Paralympic Games Paris 2024, Toyota will provide 500 of its hydrogen-fuelled FCEVs Mirai to enable zero tailpipe emission movement for the Olympic and Paralympic family, athletes, organisers and volunteers alike.

In addition to zero tailpipe emission vehicles, Toyota will also provide around 1,000 hybrid (HEV) and plug-in hybrid (PHEV) vehicles – Toyota’s global best-selling RAV4 in both PHEV and HEV versions, as well as Toyota Corolla Touring Sports, Yaris Cross, and Highlander, all with hybrid technology.

Overall, Toyota aims to reduce vehicle carbon emissions at the Paris 2024 Games by 50% compared to previous Games.

Toyota will also provide 700 electric ‘last-mile’ mobility solutions – including C+walkS, C+walkT scooters, wheelchair e-pullers, 250 APMs (Accessible People Movers), as well as 150 wheelchair-accessible Toyota Proace.

In Europe alone, Toyota supports over 100 athletes from 23 countries, all aiming to compete at the Paris 24 Games, in a total of 20 Olympic and 13 Paralympic disciplines. Team Toyota Athletes have been provided with Airbnb vouchers for athletes' family to support accommodation in Paris, concierge services at Toyota House for the athletes and their family, a recovery room in Toyota House for athletes, public transport passes for athletes’ family in Paris and insurance, hospitalisation & medical support (in multiple languages) for athletes and family.

Zoë Bradley, Head of Marketing and Corporate Affairs, Toyota Ireland said “We are truly privileged to work with Ellen Keane, Nicole Turner and Jordon Lee as they prepare to compete for Ireland in the Paris Paralympics Games in September. So much hard work and dedication goes into getting to the Paralympics games and Toyota’s “Start Your Impossible” campaign was designed to inspire each individual to pursue their dreams and achieve the impossible.

At Toyota, we believe in building a better world for everyone. It is a privilege to support and partner with our athletes and Paralympics Ireland who do incredible work in across the country to create a more inclusive society.

From a global perspective, we’re proud to contribute to lowering emissions at the Paris 2024 Games through our fleet of hybrid, plug-in hybrid, electric and fuel-cell electric vehicles, and to further support athletes with our personal battery electric vehicles, allowing mobility for all.”

Find out more about Toyota’s sponsorship of the Paralympics now:


About Start Your Impossible: https://toyota.ie/start-your-impossible

Meet the Athletes: https://toyota.ie/start-your-impossible/athletes

Toyota’s Mobility Mission: https://toyota.ie/start-your-impossible/mobility


Follow Team Toyota Ireland’s journey to the Paris Paralympics on social media:


Facebook: ToyotaIreland

Instagram: @toyota_ireland

TikTok: @toyota_ireland

X: @toyotaireland

View the Start Your Impossible video here Toyota Ireland | Start Your Impossible - YouTube