PASADENA, Calif. — Giti Tire (USA) Ltd. served as the official tire sponsor of the Jan. 1 Rose Parade in Pasadena for the third straight year, gaining valuable exposure for the Giti brand.
The company also was presenting sponsor of Decorating Places, an event where visitors see the final stages of float preparation, decorating them with roses and other flowers and seeds.
The Rose Parade is part of the annual Tournament of Roses event, which also includes the Rose Bowl football game.
The parade, which featured 39 floats, 22 marching bands and 20 equestrian units and covered a 5.5-mile route through the streets of Pasadena, attracted more than 100,000 visitors and was viewed by millions more on both U.S. and international broadcasts, Giti said.
Kenny Lee, senior director of marketing for Giti Tire USA, said the event was "a tremendous way to kick off what promises to be a great year for the company in North America."
Giti started production last summer at its $560 million tire plant in Richburg, S.C., its first in North America. It is the company's eighth manufacturing plant globally.