Nokian Tyres plc isn't just sponsoring the first Ironman race in Finland. The company's CEO and President Hille Korhonen is competing. On June 30 1,800 triathletes will participate in the race, and it's the first one ever to be held at twilight. Athletes will cross the finish line in the late evening, which will showcase the Finnish landscape and midnight sun.
“Triathlon is a sport that matches our company culture very well,” says Korhonen. “It requires tenacity and endurance. For us, triathlon means engaging and goal-oriented efforts, taking care of your well-being and putting your physical and mental capacity to the test. Determination and belief in your abilities drive individuals, as well as the company forward.”
It's a sport which Nokian is already familiar. The company hosts its own Hakkapeliitta Triathlon to inspire employees to be active. “Our international Hakkapeliitta Triathlon helps our personnel stay active and take care of themselves,” says Korhonen. “Healthy, committed and competent personnel lay the foundation for a company’s success.”
The company highlighted Korhonen's athleticism in a video released prior to the Ironman race. They call her #Ironwoman.
“Physical exercise is exciting, and all sports offer opportunities for continuous improvement,” she says. “For example, I started freestyle swimming without any prior experience. Being able to finally swim in open water felt amazing.”
Nokian's brand ambassador, two-time F1 champion Mika Häkkinen, also will participate in the race as part of Nokian's “Turvassa Tiellä” team, raising awareness of safe mobility and particularly the importance of tire conditions. The Finnish motorsport organization AKK’s “Turvassa Tiellä” road safety campaign promotes safe mobility in schools and events and is part of the global FIA Action for Road Safety campaign.
Watch a live broadcast of the Nokian Tyres Ironman 70.3 event on June 30, 2018, at www.ironman.com.
For more information about Nokian, visit www.nokiantires.com.