NASHVILLE, Tenn. — Bridgestone Americas has launched the Bridgestone Performance Institute, an online digital platform in the U.S. and Brazil to spotlight the parallels between elite athletic performance and Bridgestone tire innovation.
The platform will serve as the digital centerpiece of Bridgestone's fully-integrated marketing campaign for the Rio 2016 Olympic Games, the Nashville-based tire maker said.
The new hub features two primary points of engagement — “Anatomy of Performance” and “Behind the Performance.”
“Through immersive videos and content, as well as first-person insight from some of the world's best athletes, consumers will be able to interact with the Bridgestone brand and its products like never before,” the company said in introducing the platform.
“We believe that elite performers are not born — they're built, and Bridgestone's own passion for performance closely mirrors that of an Olympic athlete in pursuit of gold,” said Philip Dobbs, chief marketing officer, Bridgestone Americas Tire Operations.
“Our Worldwide Olympic Partnership is an incredible platform through which we can engage our consumers around our history of innovation and commitment to being a global leader in tire technology. The Bridgestone Performance Institute is designed to bring our products, our longstanding support for sport, and our own relentless passion for world-class performance to life.”