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Canberra’s champion BMX rider Caroline Buchanan is powering ahead in her preparation to qualify for her third Olympics. And her star continues to rise in the corporate sphere. Last year she starred in a worldwide campaign for Oakley and secured sponsorship with another big name, Kelloggs, even landing on a box of Nutri-Grain. (Which, in a roundabout way, happened as a result of Canberra girl Daliah Lee taking on Kelloggs in 2018 for not featuring female athletes on its cereal boxes.) More recently, Buchanan has caught the attention of another major sponsor, Ford Australia, which enlisted her for a new social media campaign to promote its Ford Ranger ute. The campaign emphasises Buchanan’s trademark grit and determination with one video showing her working to fulfill a goal of performing a “backflip to dirt” on her bike (and then ride up into the tray of a Ford Ranger ute). That video was filmed on her boyfriend’s farm at Tharwa over the Christmas and New Year period. “It kept me really accountable during this off-season to tick off some goals that scare me and excite me at the same time,” she said. Buchanan said the sponsorship obviously helped as she worked towards qualifying for the Tokyo Olympics later this year. “When you’re an athlete, you’ve got to treat yourself as a small business and in times like this, when so many athletes can’t work or travel and rely on podium bonuses, it can be challenging,” she said. “I’ve found I have to really invest in my brand. It’s 50-50 – what you do on the track versus what you do off.” Perhaps even more exciting is the arrival of the newest member of her household – a French bulldog puppy called Kremo, or Mo. Caroline, 30, makes no apologies for the accompanying puppy spam on her social media. “Little baby Mo, he’s adorable,” she said. “I was finally in the country long enough – I mean COVID obviously moved me back to Australia a bit earlier than I wanted to – to think , ‘You know what? I’m about ready to have a dog’.” Our journalists work hard to provide local, up-to-date news to the community. This is how you can continue to access our trusted content:
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Canberra’s champion BMX rider Caroline Buchanan is powering ahead in her preparation to qualify for her third Olympics. And her star continues to rise in the corporate sphere.
More recently, Buchanan has caught the attention of another major sponsor, Ford Australia, which enlisted her for a new social media campaign to promote its Ford Ranger ute.
The campaign emphasises Buchanan’s trademark grit and determination with one video showing her working to fulfill a goal of performing a “backflip to dirt” on her bike (and then ride up into the tray of a Ford Ranger ute).
That video was filmed on her boyfriend’s farm at Tharwa over the Christmas and New Year period.
“It kept me really accountable during this off-season to tick off some goals that scare me and excite me at the same time,” she said.
Buchanan said the sponsorship obviously helped as she worked towards qualifying for the Tokyo Olympics later this year.
“When you’re an athlete, you’ve got to treat yourself as a small business and in times like this, when so many athletes can’t work or travel and rely on podium bonuses, it can be challenging,” she said.
“I’ve found I have to really invest in my brand. It’s 50-50 – what you do on the track versus what you do off.”
Perhaps even more exciting is the arrival of the newest member of her household – a French bulldog puppy called Kremo, or Mo.
Caroline, 30, makes no apologies for the accompanying puppy spam on her social media.
“Little baby Mo, he’s adorable,” she said.
“I was finally in the country long enough – I mean COVID obviously moved me back to Australia a bit earlier than I wanted to – to think , ‘You know what? I’m about ready to have a dog’.”
Our journalists work hard to provide local, up-to-date news to the community. This is how you can continue to access our trusted content:
