Prinx Chengshan Tire North America Inc.'s Fortune brand had a big presence at the recent Biofreeze USA Pickleball National Championships, which took place earlier this month in Dallas, Texas.
Nearly 3,500 professional and amateur pickleball players participated in the multi-day event, which drew more than 50,000 attendees.
"Central to Fortune Tires' activation was a vibrant and engaging booth located at the heart of the
championship venue," say Prinx officials.
"Attendees were treated to an immersive experience, featuring a wheel-spinning contest where participants had the chance to win incredible prizes.
"The booth provided a perfect blend of entertainment and brand interaction, solidifying Fortune Tires' commitment to delivering more than just exceptional tires."
The Fortune brand provided comprehensive social media coverage of the event, "offering behind-the-scenes glimpses, live updates, and exclusive content. This online engagement created a buzz and broadened the championship experience, reaching a wider audience.
Adding to the excitement, Fortune Tires premiered a captivating commercial during the National Championship rounds," add Prinx officials.
The advertisement, broadcasted on the Tennis Channel and ESPN networks, "highlighted the brand's dedication to quality, performance, mobility, and innovation in the tire industry, capturing the attention of pickleball enthusiasts and sports fans alike." (According to USA Pickleball, more than 2.6 million TV viewers tuned in during the tournament to catch 20-plus hours of coverage on ESPN, Tennis Channel and PickleballTV.)
"In a notable addition, Fortune Tires secured a prominent presence on the championship center court with LED signage, further elevating brand visibility throughout the event. The center championship court became a dynamic focal point for showcasing the brand."
The Fortune brand also sponsored the event's parking lot, branding it the "Fortune Tires Parking Lot."
"We are thrilled to have been a part of the 2023 Biofreeze USA Pickleball National Championships," says Nicole Moore, director of marketing at Fortune Tires. “Our interactive booth provided attendees with a memorable experience, and the overwhelming positive response to our new commercial affirms our commitment to engaging with the pickleball community and sports enthusiasts everywhere.
"Building brand recognition is vital for us to connect with consumers and drive them to choose Fortune Tires at their local retailers."
In addition, Prinx has launched two new marketing programs "aimed at enhancing their brand presence while contributing to the growth of the sport," according to Prinx officials.
"The Team Drive Athlete Program targets individuals who believe in the power of pickleball to unite communities and aims to represent Fortune Tires' premium tire products, while sharing an active lifestyle with their community.
"The second program, launched during the USA Pickleball Ambassador luncheon sponsored by Fortune, is dedicated to those who actively represent the sport and network with players within their respective regions."