Toyota: Wheel Park

Toyota has developed a groundbreaking inclusive skatepark to strengthen its position as a mobility leader and official partner of the Olympic and Paralympic Games Paris 2024. This initiative addresses the ongoing challenge of limited accessibility to sports and entertainment facilities for people with disabilities.

Taking advantage of French enthusiasm for the O&P Games, Toyota has brought attention to important social issues while promoting inclusive sports activities. The project aims to improve mobility access for everyone by providing solutions adapted to all users, including those with disabilities.

This innovative approach demonstrates Toyota's commitment to creating a more inclusive society where mobility barriers are eliminated, and everyone can participate in sports and recreational activities regardless of their physical abilities.

Toyota, as a Global Partner of the O&P games Paris 2024, aimed to strengthen its position as a mobility leader and embody its values through a meaningful project. The main challenge was twofold: first, to effectively communicate Toyota's vision of mobility to the widest possible audience, and second, to transform a sporting space like a skatepark into an area that is both accessible and enjoyable for people with and without disabilities.

The project faced the challenge of creating an inclusive environment where both valid and non-valid people could share the same playground. This initiative aligns with Toyota's commitment to universal mobility and its goal of breaking down barriers in sports and leisure activities.

For this hybrid skatepark, accessibility for wheelchairs was a priority from the initial design phase, while ensuring other disciplines could continue enjoying the same space.

To successfully deliver this project, we partnered with French specialists in promoting and developing action sports and thrill-seeking activities for everyone.

The structure, comprising hundreds of modules, provides an immersive and playful experience for all users. The space was designed to allow wheelchairs and skateboards to coexist, ensuring everyone can have fun safely without compromising on excitement, within adjustable areas ranging from 80 to 800 square meters.

This all-inclusive approach is particularly relevant in the context of the O&P games Paris 2024. The Toyota Wheel Park won over a large number of people during a tour of more than 15 towns across France last summer.

The success of this campaign and the Toyota Wheel Park Tour initiative is reflected in the significant interest shown in this ambitious project.

The campaign fully achieved its goal of promoting the Toyota Wheel Park's arrival in France and mobilizing local communities around events in each city. With 963,965 impressions, exceeding initial estimates by 50%, visibility was maximized considerably. Engagement was also strong, generating 1,882 interactions, including clicks on Instagram profiles and redirections to the registration landing page, thus reinforcing interest in the event.