Nokian will continue as the official tire of adventure lifestyle company POWDR.

The three-year contract extension will provide new opportunities for POWDR resort guests "to learn about the benefits of Nokian Tyres," according to Nokian Tyres plc officials.

POWDR operates winter resorts in Vermont, Colorado, Utah and Oregon.

Nokian plans to "interact with more skiers and snowboarders than ever before through engaging appearances at special events, contests and giveaways, and unique customer experiences."

In the past, Nokian has staged events at POWDR facilities to promote tire safety and launch new products. The companies' partnership dates back to 2017.

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