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November 22, 2010 01:00 AM

Falken promoting LT lineup with motorsports sponsorships

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    Falken Tire Corp. is increasing its marketing and motorsports exposure for its light truck tires, particularly its WildPeak A/T all-terrain tire, by becoming the official truck tire of the Monster Energy AMA Supercross motorcycle series.

    The Fontana, Calif.-based tire marketer also said in a press conference Nov. 2 at the Specialty Equipment Market Association (SEMA) Show it is returning as presenting sponsor of Off Road Evolution's JK Experience, a series of extreme events that promote and showcase the off- and on-road capabilities of the Jeep Wrangler JK.

    In addition, Falken is adding 17 large overall diameter sizes to the WildPeak A/T line ranging in size from 33 to 37 inches tall to fit 17-, 18- and 20-inch wheels. These new sizes, available in the first quarter of 2007, are in addition to 27 sizes available in 15- to 20-inch rim diameters in metric and LT metric applications.

    Andrew Hoit, Falken director of marketing, said the company is collaborating with Feld Motor Sports, promoter of the Monster Energy AMA Supercross series and will have a large signage presence at each of the series' 17 events next year. Falken will support the series with television spots on CBS, which carries the race events, and will field a specially modified tractor trailer at the events for fan visits. In addition, the company said it will increase its advertising in motocross magazines.

    James Yim, who handles creative and advertising for Falken, said the company is trying to reach what he described as WildPeak-style enthusiasts through the Monster Energy Supercross series. These are consumers who are likely to lift their trucks and need tires with larger outside diameters to do so, such as the WildPeak A/T, he said.

    Falken said it will display several vehicles at the Supercross events featuring its lifted Toyota Tundra fitted with WildPeak tires.

    The 2011 AMA Supercross season begins Jan. 8 at Angel Stadium in Anaheim, Calif., and runs through May.

    Off-Road Evolution's JK Experience consists of three events: the three-day JK Experience Challenge in January, a family-friendly three-day trip in June and the traditional weeklong JK Experience in September.

    Mr. Hoit said Falken has developed a special Jeep of its own that has been modified to handle extreme off-road conditions, which runs on WildPeak tires.

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