PARK CITY, Utah—Nokian Tyres P.L.C. has expanded its partnership with ski area operator Powdr Adventure Co., extending an agreement for three years that originally was signed in April 2017.
As the official tire of Powdr's nine resorts, Nokian said it will receive new opportunities for resort guests to learn about the benefits the tire. The Nokia, Finland-based tire manufacturer will interact with more skiers and snowboarders, it said, through appearances at special events, contests and giveaways, as well as during consumer experiences at Powdr resorts.
Resorts included in the partnership are:
- Copper Mountain and Eldora in Colorado;
- Killington Resort and Pico Mountain in Vermont;
- Mount Bachelor in Oregon; and
- Snowbird in Utah.
Powdr reports that its resorts attract more than 3.5 million visitors annually.
"Our partnership with Powdr has allowed us to share our mission of safety and sustainability with skiers and riders throughout North America," Nokian Director of Marketing Hans Dyhrman, said in a statement. "We are gratified to expand the relationship, because we believe Powdr guests share our values and truly benefit from our premium products."
During the collaboration, Nokian has appeared at resort events to teach guests about tire safety, hosted product launches at Powdr resorts and had giveaways for resort guests.
Steve Metcalf, Powdr vice president of partnerships, called Nokian "a great and complementary partner to Powdr's mountain resorts in our pursuit to enable the adventure lifestyle."
Nokian said it is using the relationship to reach out to drivers throughout North America and inform them of Nokian's all-weather tires, suitable for year-round driving in areas that receive wintry weather.
Nokian is dedicating its first North American tire plant this week in Dayton, Tenn.