Nokian to Connect with Adventure Enthusiasts

Nokian Tyres is teaming with Alterra Mountain Co. to connect with adventure enthusiasts at five mountain destinations in North America.

Nokian says it will offer "numerous opportunities for resort guests to engage with the brand and embrace year-round driving safety, from on-mountain activities and signage to dealer events and digital outreach.

"Alterra’s vibrant destinations and respected reputation provide a platform for Nokian Tyres to deepen brand awareness as it grows its presence in the U.S. and Canada, thanks in part to its award-winning production factory in Dayton, Tenn."

"Good traction is the key to great journeys, whether on the slopes in winter or on the road all year long,” says Nokian Tyres North America Director of Marketing Hans Dyhrman. "Safety and innovation are top priorities for Nokian Tyres and Alterra, which makes this partnership an ideal fit."

Participating mountain destinations include Tremblant, Quebec; Blue Mountain, Ontario; Steamboat, Colo.; Deer Valley Resort, Utah; and Palisades Tahoe, Calif.