Why the most reliable car brand is taking on the most exclusive race

The desert doesn’t care who you are. It won’t clap, it won’t console, it won’t even pretend to listen. But in early April, six runners will line up outside Los Angeles with a single goal that’s equal parts impossible and electric: to conquer 340 miles of desert and make it the fastest L.A. to Vegas run ever.

This is The Speed Project (TSP), the invite‑only underground ultramarathon famous for what it doesn’t have: no website, no spectators, no official rules. It’s running distilled to its purest form: body, mind and the endless stretch of road. Which makes it exactly the right stage for Toyota’s latest campaign, “Call Your Shot.”

Babe Ruth pointing his bat, Ali announcing his destiny, Jordan flying from the free‑throw line — the campaign celebrates the art of saying you’ll do something outrageous and then doing it. In this case, that bold claim belongs to Team Toyota, six Asian American runners ready to redefine what audacity looks like and who gets to take up space in endurance sports.

“Call Your Shot” also taps into a movement already in motion. Asian Americans 35–54 are more likely to run outdoors than the general market, from Chinatown Run Club in New York to Koreatown Run Club in L.A., where running is about visibility as much as fitness. This isn’t just marketing; it’s a mirror for a generation done being quiet about its ambition.

For Toyota, this isn’t a personality switch, it’s a reveal. The brand is known and trusted by millions for reliability, but that reputation only scratches the surface of what it stands for. At its core, Toyota is about mobilizing people forward—physically, mentally, emotionally—and “Call Your Shot” is a statement of intent. By backing six runners as they take on one of the most demanding relay races on the planet, Toyota isn’t just telling people to push their limits; it’s helping them do it, mile by unforgiving mile.

The runners rewriting the script

Lono Brazil III is the New York lead who pulled this squad together, the kind of captain who cares as much about intention as pace. Ryan Sung brings the L.A. brain trust, reading routes, reading people and keeping the competitive mood sharp but grounded. Ray Leung is the quiet closer, a footwear designer with the kind of steady, problem-solving vibe you want when the miles start to stack.

On the road, ultrarunner Rosa Kwak is the team’s desert navigator, turning her trail know-how into calm during the sketchiest stretches. Bay Area teacher and marathon machine Kayla Lim is the built‑in reset button, keeping everyone level when things tilt. And then there’s Jenny Walrod, the science-minded engine whose resilience and routine keep the whole group moving long after the hype wears off.

Together, they’re more than a running team. They’re the embodiment of something quietly shifting in Asian American identity. For decades, cultural narratives celebrated humility, composure and self-restraint. Team Toyota isn’t rejecting that—they’re evolving it. “Call Your Shot” gives swagger a seat at the table, reminding the world that courage doesn’t always whisper. Sometimes it laces up and takes the highway.

The machines making it possible

While the runners handle the miles, Toyota’s hero vehicles carry the mission. The Sienna works as the rolling command center and recovery space, where logistics, route changes and taped ankles all get handled on the move. The 4Runner takes the lead on rough terrain, keeping steady through dust, washboard and rock. The Land Cruiser moves the essential gear and support crew over long stretches where reliability isn’t optional. The Tacoma, driven by the camera team, tracks alongside the runners to capture every hard-earned mile and every shift in the race. These vehicles aren’t just props. They’re the backbone of the operation.

The shot heard from coast to coast

When the team starts that 340-mile journey, they’ll be fueled by something bigger than adrenaline. They’re running for every quiet act of courage that’s gone unseen, every moment someone chose strength over doubt. The road to Vegas is long, brutal and unpredictable, but so was the one that brought them here.

And if they pull off the fastest L.A. to Vegas run ever, sure, it’ll be a record. But even if they don’t, they’ve already done something iconic. They called their shot—and that’s what great legends do.