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Linsanity is over when Volvo says it is

Mar 20, 2012, 11:09 AM EDT

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SCHOLASTIC CORPORATION JEREMY LIN

Linsanity has been given The Last Rites many times over the past few days, which of course is just as stupid and short-sighted as overlooking Lin’s talent to begin with. But some companies aren’t so ready to jump off the bandwagon. Volvo, for one, just announced a big corporate deal with the New York Knicks’ guard.

The auto company is hoping to cash in on Lin’s huge popularity in China, where it is making a major marketing push. Not to mention the cars it could sell here. An Asian basketball player selling Swedish cars? “Inconceivable!”

But Lin explained during a press conference on Monday.

“You may not immediately see the connection between me and Volvo, but both of us are striving to be better and smarter at what we do, and to do it our own way,” Lin said at a news conference. “I hope that my efforts will inspire more young people to follow their ambitions in sports and education, just like Volvo Car Corp. is designing cars around people’s ambitions in life.”

Meanwhile, Scholastic, the global children's publishing company, is set to roll out it’s biography Jeremy Lin: Rising Star (pictured) on April 1. Geared to kids ages 8 and up, it will be released simultaneously in both e-book and paperback editions.

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Jeremy Lin signs endorsement deal with Volvo [Los Angeles Times]