PARK CITY, Utah — Ski area operator POWDR Adventure Co. has named Nokian the "official" tire of its nine U.S. resorts, giving the tire maker an opportunity to engage directly with an important target demographic: adventure seekers.
Nokian will have on-site branding at POWDR's nine resorts for two years along with the opportunity to market through resort activities such as winter-driving classes, give-aways and premium parking for drivers whose vehicles are fitted with Nokian tires, Nokian Tyres P.L.C. said.
"Nokian Tyres customers enjoy the outdoor lifestyle, so we see a partnership with POWDR as an obvious opportunity to connect with consumers whose pursuit of adventures starts the moment they leave the driveway," Hans Dyhrman, director of marketing, Nokian Tyres North America said.
The Nokia, Finland-based tire maker said the partnership was a natural fit, noting that both it and POWDR have built their brands on enabling "adventure-minded customers to pursue their recreational dreams," while also remaining committed to environmental stewardship and the promotion of sustainability efforts.