Nitto and Aoki dance to an electronic beat

June 30, 2012

The Electronic Dance Music trend has not been lost on Nitto Tire U.S.A. Inc. The performance tire manufacturer will bring electro house musician and producer Steve Aoki to the 2012 Specialty Equipment Market Association (SEMA) Show.

“Nitto Tire’s philosophy is grounded in passion and innovation, so partnering with Steve Aoki was an easy decision,” says Tomo Mizutani, president of Nitto Tire U.S.A.

“Aoki’s music reflects his unabashed personality to innovate in his field, and he continuously strives for creativity. That’s the kind of energy we want to bring to the market, and collaborating with a talent like Aoki will drive this dynamic of the Nitto brand to consumers and enthusiasts alike.”

The collaboration will encompass a comprehensive promotional campaign featuring various creative programs centered on Facebook, which will include:

* the streaming of an exclusive Aoki track, "Come with Me (Doorly Remix) Fueled By Nitto," when it is released in August. Fans will be able to stream it on Nitto’s Facebook page.

* “Insomniac Presents Steve Aoki’s Birthday Bash Fueled by Nitto,” a concert -- with special performances -- hosted by the birthday boy himself, Aoki (pictured), at The Shrine Auditorium in Los Angeles, Calif., on Nov. 21, 2012.

* new apps designed exclusively for the promotion, such as the “Cake Maker” Custom Facebook App. Created by Cie Studios, the app will allow fans to create a cake in the shape of a Nitto tire and submit it for a chance to have it presented to Aoki during his “Birthday Bash” concert.

* a “Drift with Steve Aoki” contest. Five lucky winners will be flown to Los Angeles for VIP access to Aoki’s “Birthday Bash” concert, which will include a meet-and-greet with him. One grand prize winner will drift with Aoki and Nitto drift driver Matt Powers on a set of Nitto ultra-high performance street tires.

Nitto says it is typical for 100,000 to 350,000 people to attend Electronic Dance Music events, also known as "massives." They emphasize synchronized digitized sounds developed and performed by a disc jockey (DJ) such as Aoki.

"I love that Nitto is a Japanese built company. I'm a Japanese-American, so it means a lot to me to work with a company that came from the underground,” says Aoki, 34. "Very similar paths coming together, and then we're kind of forging at the party.”

Nitto markets heavily through social media such as Facebook, which serves two purposes: gaining new fans, and bringing the Nitto brand to a whole new audience. For more information, visit, or check out Nitto on Facebook ( or Twitter (@NittoTire).

The 2012 SEMA Show will be held at the Las Vegas Convention Center in Las Vegas, Nev., Oct. 30 through Nov. 2.

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