In the US Goodyear is taking the promotion of its tyres to the streets – literally. The Goodyear Tire & Rubber Company on November 12 announced it is to hold the distinction of being the Official Tire of the 2007 Philadelphia Marathon. As part of the agreement, Goodyear will have the marathon’s “blue line” that leads runners through the race’s 26.2 miles painted in the pattern of the company’s signature TripleTred Technology tread pattern. This is believed to be the first occasion in the history of road racing that a marathon line has featured a branded design. The pattern will be seen by the 15,000 runners and more than 100,000 spectators anticipated to be in attendance on race day, November 18.

The tread line will be laid down via a six-foot tall replica Fortera TripleTred tyre, which will roll the line out over the entire course. During the two nights leading into the marathon, the replica Goodyear tyre will paint the patterned blue line in a biodegradable, all natural vegetable-based latex paint. Philadelphia mayor John F. Street will begin the line painting in front of the Philadelphia Museum of Art during a press conference on November 15.