Subaru of America has signed Lance Armstrong as a new advertising spokesperson in a $180-million campaign. The Cherry Hill, N.J.-based company has always had a long-standing affiliation with cycling, with Armstrong racing as a member of a Subaru-sponsored cycling team in the 1990s.

Launching nationally in April, the slogan “Driven by What's Inside” will link Armstrong with the entire Subaru line. Fred Adcock, the executive vice-president, is excited about aligning Subaru with Armstrong, referring to Armstrong as “authentic and passionate about what he believes, and…engineered like no other to perform like no other. Lance is a hero, an inspiration, the ultimate personification of performance that is inner-driven and passionate to be the best, those same qualities that define Subaru.”

The campaign is North American in scope and Subaru Canada is also heavily involved with launching and managing efforts across Canada. “This is a very natural extension of our brand in Canada. The news of this campaign is exciting for Subaru, our dealers, and cycling fans across the country,” commented Geoff Craig, director of advertising for Subaru Canada.

Expected to boost sales, the campaign will pay Armstrong $12 million, adding to his annual endorsement income from Coca-Cola, Bristol-Myers Squibb, U.S. Postal Service, and Nike. Armstrong has two Hollywood studios bidding for his life story and a second book out in October titled Every Second Counts.