FRF Toyota are sponsorsing WCMX athlete Lily Rice, a star of the Toyota 'Start Your Impossible' campaign.
FRF Toyota have agreed a one-year sponsorship deal with prominent local WCMX athlete Lily Rice. Lily, who originates from Tenby in Pembrokeshire, is an Extreme Sport Para Athlete who rides Wheel Chair Moto X (WCMX); a cross between BMX and Skateboarding. At just 13 years old, Lily became the first female in Europe to land a wheelchair backflip - no small feat! Click here to see the footage.
Lily has Hereditary Spastic Paraplegia, a rare genetic condition that causes weakness and rigidity in the legs but this has never held her back. In April 2018, she won Silver in the Women's World WCMX Championships in California and has been touring the world since - bringing recognition and participation to the sport through inspiring others.
In 2018, Toyota unveiled the world's first Hybrid Skatepark. Toyota Wheel Park is the first accessible wheel park that brings together both adaptive and non-adaptive wheeled action sports together. It reinforces Toyota's commitment to delivering even better mobility for all. Read more about the Toyota Wheel Park here.
Lily is an ambassador for the Start Your Impossible campaign, a global call to action to promote the company's long term partnerships with the Olympic and Paralympic Games. She was in Rome for the launch of the BNKR Toyota Wheel Park showcasing her amazing skills and promoting the message across the world.
"The 'Start Your Impossible' campaign shows people that just because we have a physical impairment doesn't mean it's going to stop us. Toyota says that when we are free to move, anything is possible and their Hybrid skatepark proves this. I'm really excited that Toyota is fully behind WCMX and is helping people to get into this awesome sport by giving others the chance to try it out at BNKR. With Toyota's help, hopefully we can show the world the potential of WCMX, and that the wheelchair isn't just a mobility device, but truly a piece of sports equipment, like a skateboard or a BMX".
At FRF Toyota we are really excited about sponsoring Lily and supporting her with her promotion of WCMX. Her determination and attitude have been an inspiration to all of us here and we're looking forward to working with her closely throughout the year.