BFGoodrich Partners with 'Landman' Series

Michelin North America Inc.'s BFGoodrich brand has formed "a product integration partnership" with the Paramount+ TV series, "Landman."

The show, which starts Billy Bob Thornton, streams every Sunday. Its second season started on Nov. 16.

"Set in the lucrative, yet dangerous world of the west Texas oil industry, 'Landman' is a story of ambition, grit and endurance, making it the perfect backdrop for BFGoodrich Tires, which are built to overcome the toughest conditions," say Michelin officials.

"The partnership brings BFGoodrich into the 'Landman' narrative in a way that’s authentic to the show’s rugged aesthetic and character-driven storytelling. After all, the tagline for the new BFGoodrich All-Terrain T/A KO3 tire is 'Legendary Toughness, Made Tougher.'"

"BFGoodrich Tires are engineered for people who live boldly and drive with purpose,” says Omer Waysman, vice president of marketing for Michelin North America's business-to-consumer products. “Partnering with 'Landman' allows us to showcase the outstanding performance of the KO3 tire and other Terrain family products in a variety of harsh terrains.”