Skip to main content
Sister Publication Links
  • Rubber News
  • European Rubber Journal
Subscribe
  • Login
  • Register
  • Subscribe
  • Current Issue
  • BEST PLACES TO WORK
  • News
    • HUMANITARIAN
    • TIRE MAKERS
    • COMMERCIAL TIRE
    • GOVERNMENT & LAW
    • MERGERS & ACQUISITIONS
    • OBITUARIES
    • OPINION
    • MID YEAR REPORT
    • SERVICE ZONE
  • ADAS
  • Data
    • DATA STORE
  • Custom
    • SPONSORED CONTENT
  • Resources
    • Events
    • DIRECTORY
    • CLASSIFIEDS
    • SHOP FLOOR
    • AWARDS
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
    • RUBBER NEWS EVENTS
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Best Places to Work
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
January 31, 2011 01:00 AM

LATE NEWS

  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    Extreme athlete, BFG partner for driving escapades

    ASPEN, Colo.—Professional extreme sports athlete and Olympic Gold medal winner Shaun White is partnering with Michelin North America Inc.'s BFGoodrich Tires brand and kicked off a multi-year “Upgrade to BFGoodrich” campaign at the ESPN Winter X Games 15, held Jan. 27-30 in Aspen, Colo.

    BFG called Mr. White the “most decorated athlete in Winter X Games history, with 15 medals, a four-time medal winner at Summer X Games and a nine-time ESPY award winner,” and said he will work to upgrade his driving abilities with the help of his new partner.

    “I'm looking forward to a great partnership with BFGoodrich Tires,” Mr. White said, adding that he's “always been fascinated with cars and I'm excited to work with the BFGoodrich team on my performance driving.”

    He will be taught driving skills by BFGoodrich specialists and a special group of professional drivers known as “TeamBFG,” the tire maker said, with all of the action captured in a series of “webisodes” featured at www.bfgoodrichtires.com/shaunwhite.

    “Shaun White is all about performance and pushing the limits when it comes to competing and having fun, and BFGoodrich Tires is all about performance upgrades and fun amplified,” said Jamey Fish, director of consumer experience for BFG. “Through our 'Upgrade to BFGoodrich' campaign, we are literally upgrading Shaun's driving performance on BFGoodrich tires.”

    The first webisodes document Mr. White's initial experience with BFG tires under the tutelage of TeamBFG members Samuel Hubinette, Summer X Games RallyCar SuperRally bronze medalist and Formula Drift champion, and Lars Wolfe, Rally America competitor, BFG said. Some of the techniques learned on the first day included buckling a five point harness; dealing with crushed cornering cones caused by a Viper drift machine; and “a considerable amount of shifting, cornering and burnouts,” the tire maker noted.

    BFG, an official sponsor of the Winter X Games, has fixed signage and jumbotron spots at the event, commercials on ESPN featuring Mr. White, print advertisements in ESPN The Magazine, and digital ads on ESPN channels.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    Most Popular
    1
    Goodyear to trim jobs amid 'uncertain' economic outlook
    2
    Natural rubber production impacted by ‘severe' leaf disease outbreak
    3
    Point S launches aggressive growth plan
    4
    Yokohama secures OE fitments on 2023 Prius models
    5
    Executives on the move: Hankook promotes key U.S. positions
    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • Instagram
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    Reader Services
    • Staff
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • BEST PLACES TO WORK
    • News
      • HUMANITARIAN
      • TIRE MAKERS
      • COMMERCIAL TIRE
      • GOVERNMENT & LAW
      • MERGERS & ACQUISITIONS
      • OBITUARIES
      • OPINION
      • MID YEAR REPORT
      • SERVICE ZONE
    • ADAS
    • Data
      • DATA STORE
    • Custom
      • SPONSORED CONTENT
    • Resources
      • Events
        • ASK THE EXPERT
        • LIVESTREAMS
        • WEBINARS
        • SEMA LIVESTREAMS
        • RUBBER NEWS EVENTS
      • DIRECTORY
      • CLASSIFIEDS
      • SHOP FLOOR
        • BALANCING
        • DEMOUNTING
        • SAFETY
        • TIRE REPAIR
        • TPMS
        • TRAINING
        • VEHICLE LIFTING
        • WHEEL TORQUE
      • AWARDS
        • Best Places to Work
    • ADVERTISE
    • DIGITAL EDITION