Nokian Tyres Inc. is taking its love for the great outdoors to a new level in a two-year partnership with POWDR Adventure Lifestyle Co. Nokian is the official tire for POWDR's nine North American resorts.

Nokian is targeting the adventure-minded consumers who visit POWDR resorts in its latest marketing effort.

Nokian is targeting the adventure-minded consumers who visit POWDR resorts in its latest marketing effort.

“Since our and the world´s first winter tire rolled off the line in 1934, Nokian Tyres has focused on producing tires capable of performing safely in the most demanding conditions, especially the snow and ice of northern climates,” says Hans Dyhrman, director of marketing for Nokian Tyres North America. “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.”  

Both brands strive to enable adventure-minded customers to pursue their recreational dreams —Nokian with the safety of tires and POWDR with venues for unforgettable experiences.

“POWDR is thrilled to partner with Nokian Tyres,” says Wade Martin, president of POWDR Enterprises. “Our brands are cut from the same cloth. We’re both committed to delivering memorable experiences in awesome places to our adventure-loving customers.”

As official tire partner, Nokian will have the opportunity to engage directly with a targeted demographic of adventure seekers through on-site branding, as well as potential resort activites, including winter driving classes.

Nokian will offer giveaways and premium parking to drivers sporting Nokian tires at POWDR’s nine North American resorts: Killington Resort – Killington, Vt., Pico Mountain – Pico Mountain, Vt., Copper Mountain – Copper Mountain, Colo., Eldora Mountain Resort – Eldora Mountain, Colo., Mt. Bachelor – Mt. Bachelor, Ore., Boreal Mountain Resort – Boreal, Calif., Soda Springs Mountain Resort – Soda Springs, Calif., Lee Canyon Resort – Lee Canyon, Nev., and Gorgoza Park – Gorgoza Park, Utah.

More information about Nokian Tyres North America can be found at www.nokiantires.com.

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