Bridgestone Corporation is partnering with dozens of elite athletes around the world as a Worldwide Olympic and Paralympic Partner. The company is forming a global roster of Team Bridgestone brand ambassadors on the road to the Olympic and Paralympic Games Paris 2024, with 40 athletes across nine countries and over 20 sports on board. Swimmer Adam Peaty and Charlotte Worthington, who will compete in the BMX Freestyle, represent the UK.
Five years have passed since Bridgestone launched its Blizzak LM005, and during that time the tyre has won 23 winter tyre tests. Now a successor is positioned on the starting block. Presenting the new Blizzak 6 Enliten, Laurent Dartoux says that although the prior model tyre “set the bar high,” Bridgestone has now “taken things to another level.” The EMEA region group president believes that Bridgestone’s development team “has created a premium winter tyre that can handle whatever winter throws at it.”
Together with Allianz Partners, Bridgestone EMIA is rolling out a commercial vehicle tyre insurance programme as the first product in a partnership that will co-create new offers and services around each firm’s key areas of expertise. The programme is fully launched in Italy and being piloted in France, Germany, and the Benelux. The tyre insurance programme covers the replacement of flat tyres caused by sharp objects or curb side collisions, which are typically not protected in the case of damage.
Worldwide Olympic and Paralympic Partner Bridgestone has unveiled its new campaign for the Paris 2024 Games with two new UK brand ambassadors: the five-time Olympic Swimming medallist, Adam Peaty, and Olympic Freestyle BMX gold medallist, Charlotte Worthington. “Prepared to perform” will see Bridgestone honour and highlight the diligence and determination of athletes on their way to the Games while supporting them in their preparation. As athlete ambassadors, Bridgestone said Peaty and Worthington “will personify the effort, dedication and perseverance needed to become champions.”
The Firestone tyre brand is hitting the road again on a journey it says will bring musicians and music lovers together. Here in the UK we only have a month to wait before the show begins.
Bridgestone launched the new Turanza T005 in the second half of 2017, replacing its Turanza T001 EVO, and joining the innovative DriveGuard in covering the European car tyre market. The new tyre, which was developed and produced in Europe to offer motorists improved wet performance and fuel economy, combined with high mileage, is now available in a wide line-up that will eventually provide almost complete touring market coverage by 2019, with more than 140 sizes for 14’’ to 21’’ rims.
The Firestone tyre brand has teamed up with music events company Sofar Sounds to host five secret concerts in February and March 2018 in different cities across Europe. Bridgestone Europe views this partnership as “an opportunity for Firestone and Sofar Sounds to promote their shared mission,” namely to “support emerging musical talent and create an authentic music experience for artists and fans alike.”
Bridgestone’s approach to marketing Firestone has seen the world’s largest tyre manufacturer’s second-line brand rise in prominence in European markets, while a rapidly overhauled product range has helped to solidify confidence in both quality and availability. The self-professed youthfulness of the marketing approach to Firestone has seen the brand featured in various live music venues around the continent, while the summer “Firestone Music Tour” of festivals has increased to sponsorship deals with nine premier events in key markets, including Download in the UK. The introduction of the latest tyre in the Firestone range, the Roadhawk for touring and family cars, was timed to coincide with the first festival of the tour, Primavera Sound 2017 in Barcelona’s Parc del Fòrum, and the company hosted dealers, automotive journalists, and a cadre of lifestyle writers and bloggers, demonstrating the sustained, relatively novel approach Bridgestone has brought to the brand since what might be termed its reinvigoration in 2014.
This month’s launch of the DriveGuard, the first Bridgestone run-flat tyre for the European aftermarket, is being backed up by an advertising campaign that targets consumers in key markets. The DriveGuard ‘extended mobility’ campaign begins in April and centres on the idea that somewhere out there “there’s a puncture waiting with your name on it.”
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