Nokian Tyres is launching an innovation challenge to change the future of driving. The “Fast Race, Big Change” challenge is an open competition inviting start-ups, businesses, students and academics to innovate for more sustainable tyres. The finalists will be offered the unique opportunity to pitch their idea at Nokian Tyres’ legendary – and rather dauntingly named – ‘White Hell’ tyre testing centre in Lapland, during one lap on a test track. The winner will have the chance to collaborate with the Nokian Tyres R&D experts to craft their idea into reality.